FremantleMedia Enterprises has joined forces with @Radical.media and the Mark Gordon Company to create the Hardbat Classic, a new table tennis tournament and lifestyle event to be held in the US.
The Venetian Las Vegas will host the inaugural tournament, which will run for three days from June 26th to 28th. Sports marketer Anheuser-Busch has signed up as presenting sponsor with Bud Light, and will be hosting events around the country for the next three months. An ESPN broadcast is scheduled for September.
FME says that Hardbat Classic will be a '360-degree branded table tennis entertainment experience'.
The joint venture marks the first lifestyle brand initiative between FME, @Radical.media and the Mark Gordon Company.
"Almost everyone is familiar with the game of table tennis in one form or another and more than 250 million people play for fun or sport globally," said David Ellender, CEO of FME. "We saw a unique opportunity to take that passion and create an unparalleled live sports and entertainment event that would inspire everyday players to rise from underground table tennis pros to mainstream sports stars as they compete while millions of fans watch."
Killerspin, the official table tennis equipment partner of the Hardbat Classic, will lead the development and distribution of an exclusive line of table tennis equipment and accessories.