As momentum and excitement continues to build with ramps and tents being erected, Mountain Dew, PepsiCo International's citrus flavored soft drink, is joining forces with ESPN to foster a dynamic new sports category in the region at the 2006 Dubai X Games, held at Dubai Creek from December 1-3, 2006.
Over the years, the X Games have become an exciting new sports category in the region. Mountain Dew is a proud sponsor of the Dubai X Games and brings a unique event which combines superior caliber sporting skills with high energy cutting-edge performance that have close brand associations for consumers, participants, on-site spectators and television viewers throughout the Middle East. The success of the regional launch of the X Games in Dubai 2005 has sparked enormous interest for extreme sports in the region and their rapidly increasing popularity is creating a new market within the already massive sports industry.
"In keeping with Mountain Dew’s image that reflects the dedication required for extreme sports, PepsiCo International's continued partnership with ESPN is one that truly expresses the essence of the sport” expressed Ahmed Abdel-Karim, Marketing Manager at PepsiCo International. “Mountain Dew is a refreshing drinking experience with a pleasingly unconventional taste that invigorates those sports enthusiasts who have an adventurous spirit and an extreme attitude that impels them to continuously push themselves to limits of exhilarating challenges.”
In the action-packed gaming spirit, Mountain Dew has launched special and limited edition packaging which includes visuals of various renowned international extreme sports athletes and is also planning a series of adventure and adrenaline-filled activities before and during the much anticipated games.
For the first time, exhilarating and death-defying performances by eighteen professionals from South Africa will be showcased at the Mountain Dew X Tour in the United Arab Emirates starting from November 22 which are sure to entice and amaze audiences with their dexterity and energetic passion for extreme sports.
Abdel-Karim added, “We have much in store for this year’s exciting games and are looking forward to another successful Dubai X Games in December in order to bring the X Games experience to our consumers across the Middle East."
About PepsiCo International & Mountain Dew:
Mountain Dew, PepsiCo International's citrus flavored soft drink is one of the leading and fastest growing brands in the region with significant market share and is a market-leader in the Sultanate of Oman. Operating through a network of ten local bottlers across the Gulf Cooperation Council (GCC) for more than 50 years, PepsiCo International markets and manufactures products, which include Pepsi Cola, Mirinda, 7UP, Mountain Dew, Tropicana and Aquafina.
Mountain Dew is a refreshing drinking experience with a pleasingly unconventional taste that invigorates those sports enthusiasts who have an adventurous spirit and an extreme attitude that impels them to continuously push themselves to limits of exhilarating adventures. Mountain Dew's unique flavor experience fuels the younger generation with a thrill seeking and adventurous satisfaction.
