BooKoo Energy Drink Named Title Sponsor of Arenacross Championship Series

Santa Ana, CA (7/29/05) ¿ Advanstar Communications, Inc. ¿ a leading publisher of print, event and online media for the powersports, off-road and automotive aftermarket industries ¿ announced today that BooKoo Energy Drink has signed a multi-year agreement as the title sponsor of its new Arenacross Championship Series. ¿BooKoo is the perfect marketing partner for our exciting new arenacross series¿ states Mike Kidd, Advanstar Race Director. ¿BooKoo has great tasting energy drinks, a passion for their business and more than a little attitude. This combination of superior product and marketing has quickly made BooKoo a major force in the energy beverage market.¿

The BooKoo Arenacross Championship Series is a 12-race series that kicks off in Fort Worth, Texas, Nov. 4-6, 2005 and wraps up with the finals at Tulsa, Oklahoma, Feb 10-12, 2006. Factory teams and independent racers will race for the largest race and championship purses ever posted. ¿Our mission is – More Speed, Bigger Air and Better Tracks¿ according to Mike Kidd. ¿We have a great TV package and now a great series sponsor in BooKoo. Together we will reinvent arenacross.¿

John Polk, founder of BooKoo Energy Drink stated, ¿We¿re very excited to be the title sponsor of such an important and exciting series. We see this as a perfect fit, and look forward to a great season of arenacross racing.¿

BooKoo energy drinks are available in three sizes from the World¿s biggest 24-ounce can (three servings) to the smallest and most powerful, a concentrated 5.75-ounce ¿slammable¿ size that¿s perfect for a fast blast of pure energy. They come in three great flavors ¿ Original Citrus, Wild Berry and Zero Carb.

For more information please visit www.racearenacross.com (817-595-5844) or to www.bookooenergy.com. (866-568-3322).

About the Advanstar Powersports Group

The Powersports Group is the biggest producer worldwide for trade and consumer shows in the powersports industry, including the single largest aftermarket trade-only event: the Dealernews International Powersports Dealer Expo. In addition to Dealer Expo, Advanstar’s powersports shows encompass nearly every product in all segments of the industry. ACI’s Big Twin East and West shows represent the passion of Big Twin, bringing together the manufacturers, builders, and buyers who power the marketplace. Targeting motorcycle markets across the country, Advanstar’s Cycle World International Motorcycle Shows presented by Toyota Trucks draws more than 600,000 powersports consumers. Newly launched Arenacross Championship Series will debut in Fort Worth, Texas as stop one of a 12-event indoor dirt bike race series for competitors, racers, and fans of all ages. The powersports group also publishes leading trade publications Dealernews magazine and American Big Twin Dealer, as well as event-associated consumer publications Powersports Magazine, Hollister Guide, and Sturgis Guide.

About Advanstar Communications, Inc.

Advanstar Communications Inc. is a leading worldwide media company providing integrated marketing solutions for the Fashion, Life Sciences and Powersports industries. Advanstar serves business professionals and consumers in these industries with its portfolio of 55 expositions and conferences, 55 publications and directories, 75 electronic publications and Web sites, as well as educational and direct marketing products and services. Market leading brands and a commitment to delivering innovative, quality products and services enables Advanstar to “Connect Our Customers With Theirs.” Advanstar has roughly 1,000 employees and currently operates from multiple offices in North America and Europe.