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Monday
January 25, 2010
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Mountain Dew To Remain Title Sponsor Of Action Tour Through '11

Mountain Dew To Continue As Title
Sponsor Of Dew Tour Through '11

PepsiCo has "agreed to a two-year extension that will see Mountain Dew remain the title sponsor of NBC's and MTV's action sports series through 2011," according to Tripp Mickle of SPORTSBUSINESS JOURNAL. Sources valued the deal at $4.5-5.5M a year, "with new activation and content production funds that make the total value worth more." Those estimates make it a 25% increase over the $3.6M Mountain Dew "paid in its initial five-year agreement." The extension "allows Pepsi to align the expiration of its title sponsorships of the summer and winter Dew Tour series so that new title deals can be negotiated collectively in 2011." PepsiCo VP/Sports Marketing Jeff Dubiel: "The summer tour has been deemed a big success from a brand standpoint. We've built something we're in for the long haul. The next couple of years are all about innovating and pushing the tour to the next level." Mickle notes Alli, the company that manages the Dew Tour, has "agreed to work with Mountain Dew to develop more on-site elements and in-show enhancements." One way that "might manifest itself is in the creation of branded on-course obstacles such as a Mountain Dew rail or Mountain Dew jersey barrier." The two also "plan to create a content fund that will underwrite production costs for jointly created, multiplatform programs" (SPORTSBUSINESS JOURNAL, 1/25 issue).

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