Pepsi Ends X Games Backing, Expands Dew Tour

  • September 14, 2007
Pepsi-Cola will expand its national Dew Tour to feature such events as snowboarding and freeskiing at three winter stops in partnership with NBC and the Action Sports Tour (AST). The company also is ending its decade-long sponsorship of ESPN's X Games.

Mountain Dew has been the title partner of the AST Dew Tour since its inception in 2005. In 2007, the event tour featured skateboarding, BMX, and freestyle motocross competitions in five cities. The brand's support of the Winter Dew Tour builds on what Pepsi says is the largest, most comprehensive action sports series in the world.

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