New programming generated by energy drink brand

NBC Sports Group will add a new action-sports package to its programming portfolio with “Red Bull Signature Series.”

NBC and NBC Sports Network, the new name for cabler Versus, will divvy up 35 hours of shows from Red Bull Media House, the content arm of the energy drink brand that has built up a formidable business making programming out of events including snowboarding and mountain biking.

“Signature” brings another property to the combined assets of Comcast and NBCUniversal, which includes rights to NFL, NHL and the Olympics.

“This partnership is an amazing opportunity to create a new global property with a terrific brand in Red Bull, which already produces premium events and world class content,” said Wade Martin, president of Alli Sports, NBC Sports Group’s extreme sports division.

Since launching out of Austria in 2008, RBMH has assembled a deep roster of partners for cutting-edge sports programming including Nintendo, 3net and theatricals like “The Art of Flight.” RBMH opened offices in Santa Monica earlier this year.

“Signature” kicks off Jan. 21 on NBC with Crashed Ice, a showcase for a new sport known as ice cross downhill.

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