FME, @radical, Mark Gordon in Sports Partnership

NEW YORK: FremantleMedia Enterprises (FME) is working with @radical.media and the Mark Gordon Company on a table tennis tournament and lifestyle event, with Anheuser-Busch’s Bud Light on board as presenting sponsor and broadcast slated for ESPN in September.

Hardbat Classic will bring together thousands of professional competitors, amateur players and everyday enthusiasts for the largest table tennis competition ever assembled in the U.S. It will take place at The Venetian Las Vegas from June 26 to 28. An ESPN telecast is scheduled for September. The event promises a 360-degree branded table tennis entertainment experience across playing, watching, supporting and connecting via licensed brand extensions and promotional marketing partnerships.

@radical.media and Mark Gordon originally conceived Hardbat Classic and then approached FME to further develop the brand beyond TV and into live events, tournaments and merchandise. @radical.media will produce the televised tournament finale on ESPN, and has overseen design, event production, and TV development in collaboration with the Mark Gordon Company and FremantleMedia. FME will oversee sponsorship and merchandising, as well as international television distribution.

"We are bringing some of the most recognized brands in the world together to launch our own brand of Hardbat Classic," said Robert Friedman, the president of media and entertainment at @radical.media. "Table tennis is once again part of the cultural Zeitgeist, and we think this is the time to take the sport out of the basement and launch the largest challenge in the history of the sport."

"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," added David Ellender, the 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."

"Most people in America do not realize the competitive intensity that exists in this sport," said Gordon. "The players have wildly different personalities that make them memorable characters the audience will connect with throughout their journey to the climactic championship. We look forward to collaborating with our partners in this exciting new arena."