Mountain Dew Signs Multi-Year Extension as Tour Title Sponsor for Summer Series

“Mountain Dew is looking forward to
further success with our title sponsorship of the Dew Tour and the prized Dew
Cup,” said Jeff Dubiel, VP of Sports Marketing, Pepsi. “The Dew Tour is
always providing Mountain Dew with new opportunities to build brand equity and
really connect with its core consumers. Because of this; we've decided to renew
and enhance the long-standing relationship with
Alli.” 

“We’re beyond pleased to have Mountain
Dew renew their relationship with the Dew Tour,” said John Stamatis, Alli Vice
President of Marketing and Partnerships. “The fact that Mountain Dew is
extending their involvement with the Dew Tour is a testament to the strength of
the brand and the Tour we have built together over the past five years.”

Mountain Dew signed on as the Dew Tour’s
title sponsor for the inaugural season in 2005 and has remained an integral part
of the Dew Tour ever since. Also the Tour title sponsor for the Winter Dew Tour,
Mountain Dew will receive Tour-wide exclusivity in the non-alcoholic beverages
category.

“Throughout the renewal process, we’ve
worked closely with Mountain Dew, developing new programs along the way to
enhance our partnership,” said Stamatis. “These ideas will help to generate more
organic integration throughout the event and additional branded content to be
distributed across all platforms as well as providing Mountain Dew with more
tools to build and strengthen their customer relationships – benefiting not only
Mountain Dew but the overall Tour as well.”

Following its fifth year, the top athletes in the
world will take part in the 2010 Dew Tour, all competing for the highly coveted
Dew Cup that will be awarded at season’s end to champions in each of the six
disciplines. The 2009 Dew Cup winners include
Chris Cole (skateboard park), Bucky Lasek (skate vert), Garrett Reynolds (BMX
park), Jamie Bestwick (BMX vert) and Ryan Nyquist (BMX dirt).