Six months after announcing an action sports joint venture built on the Action Sports Tour, divisions of NBC Universal (NYSE: GE) and Viacom (NYSE: VIA) are already revamping the concept—name and all. Meet Alli, the Alliance of Action Sports, a combo of former AST events like The Dew Tour with the Maloof Money Cup, AMA Motocross Championship and King of Wake events. The two media companies co-own the Alliance, airing the programming across their networks and other platforms. Allisports.com has been launched as the digital hub, with a social network “where fans can connect with the sports and athletes by joining the Alliance.” Members of “Flux” communities automatically have an Alli account. Online sports vet Doug Kirk (NBA, SI, ESPN) will oversee the hub as digital VP, according to SBJ; Alli also plans to add several sales and digital staffers.