NBC Sports' chairman Dick Ebersol believed that the Tour needed a secondary broadcast partner, and NBC staff believed that access to MTV's cable channels would help provide exposure to the tour to its target demographic.
The partnership adopted the brand Alli, established a new online operation for the group, and added MTV2 as a new broadcast partner for the Dew Tour.
NBC Sports Group's senior vice president Kevin Monaghan felt that in the wake of its merger with Comcast, it now had enough resources that could be leveraged to help continue Alli's growth.
The arrangement gives the USSA control over certain aspects of the event (such as its format, and selling advertising to its own official sponsors during the telecast), and will also be used to help promote its own Grand Prix series.
[3] In 2015, facing declining viewership, NBC shuttered its action sports division, and sold the Dew Tour to TEN: The Enthusiast Network.