MasterCard and Slim Jim Sign On To Sponsor Dew Action Sports Tour

Dew Action Sports Tour Announces Multiyear Deals with MasterCard and Slim Jim as Associate Level Partners

NEW YORK – January 30, 2006 – The Dew Action Sports Tour, the first-ever, season-long professional multi-sport tour in action sports, has added MasterCard as the Tour¿s official payment brand and ConAgra Foods¿ Slim Jim as the official salty snack.  MasterCard and Slim Jim join a roster that includes the Tour¿s founding partners, all of whom return as sponsors in 2006.

 As associate partners of the Dew Action Sports Tour, MasterCard and Slim Jim receive Tour-wide category exclusivity and fully integrated marketing benefits, including television ads, print promotion, event signage and branding, online assets, grassroots marketing elements, hospitality, and inclusion in the Tour¿s multi-million dollar marketing campaign.

 “Our latest partnerships with MasterCard and Slim Jim demonstrate the breadth of the Dew Action Sports Tour¿s appeal to the corporate community as a marketing platform,” said Wade Martin, General Manager of the Dew Action Sports Tour.  “Our newest partners will support their initiatives with innovative onsite activation that will enhance fans¿ experiences and promotional programs through their respective retail channels.”    

 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 divvisions 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.

NBC Universal
NBC Universal is one of the world¿s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates the No. 1 television network, the fastest-growing Spanish-language network, a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80%-owned by General Electric, with 20% controlled by Vivendi Universal.

 Live Nation
Live Nation is a leading live content and distribution company focused on creating superior experiences for artists, performers, corporations and fans. Live Nation owns, operates or has booking rights for 150 venues worldwide and promoted or produced over 20,000 events in 2005. Live Nation is headquartered in Los Angeles, California. Live Nation is listed on the New York Stock Exchange, trading under the symbol “LYV.” More information about Live Nation and its businesses is available at

About MasterCard International
MasterCard International is a leading global payments solutions company that provides a broad variety of innovative services in support of our global members¿ credit, deposit access, electronic cash, business-to-business and related payment programs. MasterCard manages a family of well-known, widely accepted payment card brands including MasterCard®, Maestro® and Cirrus® and serves financial institutions, consumers and businesses in over 210 countries and territories. The MasterCard award-winning Priceless® advertising campaign is now seen in 105 countries and in 48 languages, giving the MasterCard brand a truly global reach and scope. For more information go to

About ConAgra Foods
ConAgra Foods Inc. (NYSE: CAG) is one of North America¿s largest packaged food companies, serving consumer grocery retailers, as well as restaurants and other foodservice establishments.  Popular ConAgra Foods consumer brands include: ACT II, Armour, Banquet, Blue Bonnet, Butterball, Chef Boyardee, Cook¿s, Crunch ¿n Munch, DAVID, Eckrich, Egg Beaters, Fleischmann¿s, Golden Cuisine, Gulden¿s, Healthy Choice, Hebrew National, Hunt¿s, Kid Cuisine, Knott¿s Berry Farm, La Choy, Lamb Weston, Libby¿s, Lightlife, Lunch Makers, MaMa Rosa¿s, Manwich, Marie Callender¿s, Orville Redenbacher¿s, PAM, Parkay, Pemmican, Peter Pan, Reddi-wip, Rosarita, Ro*Tel, Slim Jim, Snack Pack, Swiss Miss, Van Camp¿s, Wesson, Wolf, and many others.  For more information, please visit us at