ACME Sponsored Sport

I was watching the program called "Video Zonkers" in AXN channel, when I came across this really funny (although it is composed of a freak accident to a skier that caused serious damage to him) and the speaker of the program was in full form that he continuously detested and commented funnily on each of those videos.

Particularly in the skier video, he takes a bunny hop over a cliff and unfortunately lands on his face, and it does not end here. He rolles down a couple of hundred feet, until he came to a stop. He was writhing with pain due to the fall and the hard snow which rubbed on his face. The commentator was joking about this incident. He mentioned his regrets for the company which sponsored that person.

He was more interested in the company that sponsored the entire event. I guess it could be the Looney Tunes ACME, which has enough artillery that will make the Road Runner escape from the Wiley, instead of working out in favour of the coyote.