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Energy-Drink Brand Boosts Action Sports With $15 Million Deal

Thrill One’s pact with A Shoc is among industry’s biggest ever in annual value

A Nitro Circus daredevil action sports show in Glasgow, Scotland, in 2016.

A Nitro Circus daredevil action sports show in Glasgow, Scotland, in 2016.

Photographer: Jeff J Mitchell/Getty Images

Thrill One Sports & Entertainment, which operates and broadcasts events for sports from skateboarding and motorcycles to scooter racing, has signed an agreement with Keurig Dr Pepper Inc.-backed energy drink A Shoc that ranks among the industry’s biggest-ever sponsorship deals in terms of annual value.

The two-year agreement is worth as much as $15 million and will let Thrill One invest in live events, locker rooms and media production. As part of the arrangement, A Shoc will be featured throughout Thrill One’s various assets, which include Street League Skateboarding, Nitro Circus daredevil action sports shows, Nitro Rallycross and a production house.