Mountain Dew has formed a long-term deal to be the title sponsor of a sports tour.
The Dew Action Sports Tour is the first season-long, nationally televised professional tour for skateboarding, BMX and freestyle motocross. The tour includes the Dew Free Flow Tour, which was a separate 16-city amateur skateboarding event that began in 2002.
The deal expands Mountain Dew’s ties to sports tours. It has been a long-standing sponsor of ESPN’s X Games and the Vans Triple Crown Series. Mountain Dew also sponsors action sports athletes Shaun White (snowboarding/skateboarding), Hannah Teter (snowboarding), Luke Mitrani (snowboarding) and Allan Cooke (BMX).
The tour debuts in May 2005 and includes five multi-sport events and a million-dollar bonus pool based on year-end standings. The events take place in both indoor and outdoor venues at dates and venues to be announced.
The tour is owned and operated by NBC Sports and Clear Channel Entertainment’s Motor Sports division. NBC plans 19 hours of primarily live coverage of the events.
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