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As the official payment brand of the Dew Action Sports Tour, MasterCard has the right to activate its sponsorship through local and regional customer financial institutions in the Tour’s event markets. “Action sports connect powerfully with young adults and have also seen a huge surge in popularity over the last several years,” said Amy Fuller, Group Head, Americas Marketing for MasterCard International. “With several exhilarating disciplines - from skateboard to BMX - the Dew Action Sports Tour has an edgy-ness that truly complements the MasterCard brand and we are proud to announce our new partnership with the Dew Tour.”

As the official salty snack of the Dew Action Sports Tour, Slim Jim, the #1 brand of meat sticks, holds the right to pass through Tour promotional rights to retail partners. “Slim Jim has a longstanding commitment to action sports, and we’re thrilled to support the Dew Action Sports Tour in 2006,” said Andrea Porfidio, Manager, Marketing for Slim Jim. ”The intensity and excitement of the athletes and events in this sports series mirrors in so many ways the attitude and feeling consumers associate with Slim Jim. Signing on was a clear Snap! moment for us. It’s such a natural connection and fit with the character and chemistry of our brand and most avid consumers.”

Owned by NBC Universal and Live Nation, the Dew Action Sports Tour debuted in June 2005, and consists of five major, multi-sport events with a cumulative points system, the biggest competitive purse in action sports, and a $1 Million Bonus Pool based upon year-end standings. NBC and USA Network will combine for exclusive Dew Action Sports Tour coverage with the largest combined network and cable commitment in action sports.

The Dew Action Sports Tour’s three sports include skateboarding (park and vert), BMX (park, vert, and dirt) and freestyle motocross. At season’s end, the Tour awards champions in the six combined disciplines of skateboarding, BMX and freestyle motocross with the Dew Cup. Key lifestyle elements at each Tour event’s festival village will include live cutting-edge music, video gaming, and interactive events. Live Nation, formerly Clear Channel Entertainment, will be an integral partner on the Dew Action Sports Tour, lending its considerable expertise in live event touring and promotion, and a wide range of off-channel assets which include Clear Channel's Radio and Outdoor divisions and Live Nation's music division.

The Dew Action Sports Tour returns all of its partners from the 2005 season, including founding partners Mountain Dew (tour title sponsor); and Panasonic, Right Guard Xtreme, Vans®, Toyota and PlayStation® (event title sponsors). Additional Tour associate sponsors include OXY® Acne Solutions, Peanut Chews® and Pacific Cycle™ - the owner and supplier of Mongoose®, Schwinn®, and GT® bicycle brands.

Photo Bo Bridges/Dew AST.