SoBe No Fear Named Official Energy Drink Of Crusty Demons Global Assault Tour

FMX spectacular with the world’s best riders starts U.S. 22 City Tour in June

SAUSALITO, CA, March 15, 2004 ¿ When dirt is flying, the spotlights are on and insane feats are being performed, it’s only natural that a tasty, intense energy drink is on everyone’s mind. The Crusty Demons Global Assault Tour will descend on 22 unsuspecting cities this summer and SoBe No Fear will be on hand to take the energy level through the roof. This sponsorship is an extension of SoBe’s long-term and widely-held commitment to the entertainment and action sports industries, including motocross, with activities ranging from individual rider support to team affiliations and full event sponsorships.

According to SoBe Director of Integrated Marketing, Mike Joyce, “SoBe No Fear is the toughest energy drink can on the shelf, and the Crusty Demons Global Assault Tour is the toughest tour on the circuit today. The partnership is a perfect fit.” He continued, “Motocross is one of the most influential, trend-setting sports in the industry, and this event is at the leading edge of a new wave of hybrid events encompassing entertainment and sport.” Already affiliated with star rider Brian Deegan, the tour is a natural extension for the SoBe No Fear energy drink.

The multi-million dollar Crusty Demons Tour is a fully choreographed spectacular featuring the world’s best freestyle riders, including Deegan, Nate Adams, “Mad” Mike Jones, Seth Enslow, Ronnie Faisst, Jeremy “Twitch” Stenberg, as well as Crusty video favorite, “Bubba.” Their amazing stunts will be complimented by DJs, freaks, dancing girls, pyrotechnics, and a heart pumping light and sound show, all set in a scene of a post-apocalyptic world. RUSH Sports and Events International, brings the tour to the United States after a huge success in 2003, playing to 10 sold out arenas throughout Australia; it was described by MX Machine Magazine as the “greatest freestyle show in the world, ever.”

The tour follows the tradition of the highly successful “Crusty Demons of Dirt” video series by Fleshwound Films, the most successful action sports video series of all time. A TV compilation of last year’s Australian tour will premiere on April 10th on the Fox Sports Network, giving U.S. fans a taste of the mayhem that’s in store. Pre-sale tickets will be available exclusively to Crusty Club members signed up at the tour’s website at Tickets go on sale thru’ Ticketmaster in mid-April. More information on the tour is available at:

About RUSH Sports & Events International

Founded by Michael Porra in early 2003, RUSH Sports & Events International is the Australian-based global tour promoter of the Crusty Demons live show tour. Michael Porra has many years of high level experience in the sports industry, including three years as the General Manager of IMG Australia and Chief Executive of Sporting Frontiers Australasia. Rush Sports U.S. is headed by Dan Hirsch, also founder and president of On Board Entertainment, which has produced hundreds of action sports events, music festivals and national tours over the past 9 years. For more information on RUSH and the tour, go to For more information on OBE, go to:

About SoBe

Norwalk, CT- based South Beach Beverage Company makes herbally-enhanced beverages marketed under the SoBe brand name. SoBe “healthy refreshment” beverages are designed for individuals with active lifestyles. In addition to SoBe teas and juice blends in the 20 oz. glass lizard bottle, SoBe markets SoBe Sports System, an advanced performannce beverage system, SoBe Adrenaline Rush, an all-natural maximum energy supplement, Love Bus Brew, an energizing chocolate drink, and SoBe Ice, a fountain-dispensed frozen product with SoBe flavors. SoBe’s licensed products include SoBe Gum and SoBe Chocolate. The newest product in the SoBe product line is the SoBe No Fear 16-oz. energy drink. For more information, visit the SoBe web site at or call the Lizard Line at 1-800-588-0548. SoBe is a separate operating unit of Pepsi-Cola North America.