Scott Tilton, the CEO of Loop'd Network is very much into action sports. And he has found a way to combine social media with sponsorships within the action sports world. Its a pretty interesting model, the best way of monetizing social networking sites I've ever heard of. He gets ECPM's in the multiple $$ ranges, compared to the miserable ECPM's of other social networking sites. Loop'd Network get users of the site to compete to become sponsored by brands. Its a great offer for the brands since they get some of the very best candidates available. (Note that Loop'd Network is completely different to Loopt, the iphone gps application). Since he's taken the venture funding route, Scott asked me to mention that Loop'd is currently profitable but are looking to grow the company even more quickly and is looking for investors. If you're interested, drop me a line, and I'll put you in touch. And if you're looking for ideas for monetizing social networking type traffic, Scott's interview is a good one to check out for a fresh approach.