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Dew Tour Expands To Include A New Winter Series Pepsi Brands To Bolster Action Sports Athlete Roster
PURCHASE, N.Y., Sept. 13 /PRNewswire/ -- Today, Pepsi-Cola North America announced that it will expand its national Dew Tour action sports property to include a Winter Dew Tour. The new series, in partnership with NBC and the AST (Action Sports Tour), will feature events such as snowboarding and freeskiing at three winter tour stops during the 2008-2009 season. The company will also bolster its action sports athlete roster in support of Mountain Dew, SoBe, and AMP Energy brands. As part of this announcement, the company confirmed it will not renew Mountain Dew's long-running sponsorship of X Games.
"We've always been huge fans of action sports, and our brands have proudly supported action sports for decades," said Ralph Santana, Pepsi's vice president of sports, media and interactive marketing. "Our decision to provide stronger support for the Dew Tour and bulking up our roster of athletes in skate, snow, BMX, motocross, surf and mountain biking, is simply in the best interest of the athletes, the fans, action sports, and our business as a whole."
Mountain Dew, which was a pioneer supporter of ESPN's X Games and continued its sponsorship for more than ten years, has been the title partner of the AST Dew Tour since its inception in 2005. In 2007, the event tour featured skateboarding, BMX, and freestyle motocross competitions in five cities. The brand's support of the Winter Dew Tour builds on what is the largest, most comprehensive action sports series in the world.
"Pepsi brands like Mountain Dew, AMP Energy and SoBe have a heritage in action sports," said Wade Martin, president and GM of the AST Dew Tour. "This commitment takes the Dew Tour to the next level, making it a year-long sports property. We're confident the added winter series, greater media coverage and the additional opportunity for more athletes to participate will benefit everyone involved - from the world's top athletes to the most loyal fans."
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