AMA Motocross Championship
Alli was formed in 2008 after NBC sold a stake in the extreme sports tour, the Dew Tour, it had run in partnership with Live Nation, the Dew Tour, to MTV Networks. NBC Sports' chairman Dick Ebersol believed that the Tour needed a secondary broadcast partner, and NBC staff believed that access to MTV's cable channels would help provide exposure to the tour to its target demographic. The partnership adopted the brand Alli, established a new online operation for the group, and added MTV2 as a new broadcast partner for the Dew Tour. Under MTV's part-ownership, Alli also expanded its operations with several new tours, such as the Winter Dew Tour, Gatorade Free Flow Tour and the AMA Motocross Championship series.