Dew Action Sports Tour AnnouncesPromotional Partners For Inaugural Season

Napster, Fox Sports Radio, TransWorld Media and MAD Magazine Enter into Promotional Relationships with Tour

NEW YORK (4/12/05) ¿ The Dew Action Sports Tour, the first-ever, season-long professional multi-sport tour in action sports, has secured promotional partners for its inaugural 2005 season in the digital music, sports talk radio, action sports media, and comics categories.  

¿We are thrilled to have relationships with such a diverse group of promotional partners who will provide unique programming and promotional opportunities and will help establish our brand and grow our fan base,¿ said Wade Martin, general manager of the Dew Action Sports Tour. ¿These partners provide large, yet uniquely targeted audiences who are passionate about action sports and their related lifestyle interests.¿

Napster becomes the official digital music provider of the Dew Action Sports Tour.  Napster will be integrated into the Tour¿s website, where fans can sample and purchase ¿Dew Tour Playlists,¿ featuring music that athletes competing on the Tour are currently listening to.  The Tour and Napster will also partner to distribute cards at Tour stops, other events, and through Internet promotions that give consumers free tracks and trial subscriptions to Napster¿s award winning digital music service.

¿Napster¿s partnership with the Dew Action Sports Tour expands our support of action sports beyond sponsoring teams and individual athletes and simultaneously complements Napster¿s innovative brand image,¿ said Brad Duea, president of Napster.  ¿We¿re very excited about hooking up with the Dew Action Sports Tour to reach action sports fans who are interested in a digital music service that fits their lifestyle and to enrich their overall interaction with the Tour and its athletes.¿

Fox Sports Radio Network (FSRN) becomes the official radio network of the Dew Action Sports Tour.  FSRN will broadcast live from Tour sites for three hours on Friday nights and four hours on Saturday afternoons on up to 240 stations.  FSRN will also promote the Tour and the NBC broadcast from May to October.   

“This is an awesome opportunity for Fox Sports Radio and our 240 affiliates to be involved with one of the hottest sports categories,¿ said Andrew Ashwood, VP/GM – executive producer of Fox Sports Radio Network.  ¿We are thrilled to have exclusive access to a collection of incredible athletes and a passionate fan base.¿

FOX GameTime Live hosts Craig Shemon and James Washington will bring their national show to each tour stop.  They will do weekly interviews with Dew Action Sports Tour athletes and update listeners on the latest Tour news and standings.    

TransWorld Media¿s TransWorld SKATEboarding, TransWorld Motocross and Ride BMX become the official skateboarding, motocross and BMX publications of the Dew Action Sports Tour.  TransWorld will promote the Tour and its partners across all three magazine titles, with combined audience of more than two million. The Tour will also partner with TransWorld on consumer promotions. 

“This event is a natural fit for TransWorld Media because it aligns with our philosophy of helping to grow and promote the sports we’re a part of,” said Brad McDonald, group publisher of TransWorld Media. “It allows our readers to get more information about their sports, and introduces our sports to new people who have the potential to become participants.”

MAD Magazine becomes the official comic magazine partner of the Dew Action Sports Tour.  MAD Magazine will promote the Tour and its partners throughout the season.  The Tour will also play a prominent role in MAD¿s ¿Back to School Bragging Rights `05¿ national promotion, which will include prizes such as a trip to a Dew Action Sports Tour event and unique fan experiences.

“The athletes, the crowd and magazine are all edgy and irreverent,” said David McKillips, vice president of Advertising and Custom Publishing for MAD Magazine, “making the Dew Action Sports Tour a great platform for us to reach our core target.  We’re thrilled to be onboard as a category exclusive promotional partner.”

Owned by NBC Universal and Clear Channel Entertainment – Motor Sports, the Dew Action Sports Tour debuts in June 2005, and consists of five major, multi-sport events with a cumulative points system, the biggest competitive purse in action sports, a $1 Million Bonus Pool based upon year-end standings.  NBC and USA Network will combine for 32 original hours of exclusive Dew Action Sports Tour coverage ¿ the largest combined network and cable commitment in action sports. In addition to the primary sports of skateboarding (park and vert), BMX (park, vert, and dirt) and freestyle motocross, each tour stop will feature a unique ¿specialty comp.¿ At season¿s end, the Tour will award 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.

Clear Channel Entertainment ¿ Motor Sports will be an integral partner on the Dew Action Sports Tour, lending its considerable expertise in live event touring and promotion, including a wide range of off-channel assets including Clear Channel¿s Radio, Outdoor and Music divisions.

The Dew Action Sports Tour¿s founding partners include Mountain Dew (tour title sponsor); and Panasonic, Right Guard Xtreme, Vans®, Toyota and PlayStation® (event title sponsors).  Also joining the Tour as associate sponsors are OXY® Acne Solutions, Peanut Chews® and Pacific Cycle¿ – the owner and supplier of Mongoose®, Schwinn®, and GT® bicycle brands.