Ski Plus TV Deal Expands

Mike Federle, group publisher of SKI and Skiing and Warren Miller of Warren Miller Entertainment, both part of Bonnier Corporation, have struck a deal with the Ski Channel to extend their current TV rights agreement and marketing partnership.

"The extended partnership will be geared toward marketing and promoting each other's assets as well as leveraging each other's content and media expertise," says Federle. "Our overarching objective is to grow the overall ski industry. Supporting the development of TV programming and distribution to tens of millions is one significant way we can achieve this."

The current partnership includes televising Warren Miller Entertainment films and the TV series Spills and Thrills on the Ski Channel. The network runs a heavy TV commercial campaign for SKI and Skiing magazines, while those publications in turn run ads promoting the Ski Channel.

"There is simply nothing like the Warren Miller film tour in skiing or any action sports. It is the gold standard," says the Ski Channel's Steve Bellamy. "It is a property without parallel and we now have the households to help grow it even more."