Navy enlists Sportskool for VOD workout series


Sportskool, the free on-demand sports network dedicated to athletic instruction, has announced a sponsorship deal with the U.S. Navy that it said will integrate the Navy into the "very fabric" of the network and create a new custom-branded sports conditioning and training series featuring authentic Navy SEAL exercise regimens.

Sportskool said the deal signals an effort to broaden a television advertising standard that maximizes the power of VOD and also underscores Sportskool's commitment to provide custom advertising solutions to its partners.

"This new and original sports conditioning and training series is an effective way for us to expand our VOD offerings and uniquely platform the Navy brand," said Dan Ronayne, GM at Sportskool, a division of Rainbow Media Holdings.

For the Navy, the Sportskool integration and sponsorship deal is an effective way to reach the younger viewers it is seeking to recruit. "Younger audiences, key to the U.S. Navy's recruitment marketing initiatives, are increasingly fragmented in their media choices," said Lt. Cdr. Olivia Bethea, director of advertising plans and operations for Navy recruiting command.

In addition, as the exclusive sponsor of Sportskool's "Team Sports" programming block, the Navy will receive "immersive" brand integration in each episode, as well as in the "Action Sportskool" programming block's BMX and skiing content. The Navy brand will be integrated throughout the programming via a sponsored open, preroll and postroll spots, distinctive graphics and callouts to