Snowboarder Shaun White Jumps From Mountain Dew To Red Bull

White Inks Deal To Endorse Red Bull

After four years with Mountain Dew, “during which he became the face of the brand’s action sports campaign,” snowboarder and skateboarder Shaun White has signed a new beverage deal with Red Bull, according to Tripp Mickle of SPORTSBUSINESS JOURNAL. White’s agent, Mark Ervin, declined to comment on terms of the deal, but sources “put it at seven figures annually for three years.” Mickle notes that would make it “one of the largest beverage category partnerships for an action sports athlete.” Red Bull now “boasts three of the biggest stars in action sports” in White, motocross racer Travis Pastrana and skateboarder Ryan Sheckler. Red Bull declined to comment on its plans for activating around White between now and the 2010 Winter Olympics, but its logo “already is featured on White’s snowboard and helmet.” The deal is White’s third since winning the Gold Medal at the Turin Games last winter. He has also signed multi-year deals with Hewlett-Packard and Motorola, “pushing his annual income to a reported” $6M (SPORTSBUSINESS JOURNAL, 2/19 issue).