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Mongoose Joins Dew Tour as the Official Bike Partner...

MONGOOSE JOINS DEW TOUR AS THE OFFICIAL BIKE PARTNER IN MULTI-YEAR AGREEMENT
 
Dew Tour Festival Village to Feature Interactive Mongoose Dirt Course and Athlete Appearances Starting with Toyota Challenge in Salt Lake City, Utah
 
Burr Ridge, Ill. – September 2, 2011 – In advance of the upcoming Toyota Challenge in Salt Lake City, Utah, the Dew Tour today announced Mongoose as the official bike partner of the Dew Tour. Since its inception in 1974, Mongoose has always been an innovator in BMX, continually setting new standards and pushing the boundaries of the sport.  Mongoose’s on-site activation will begin at the Dew Tour Toyota Challenge, Sept. 8 – 11th.
 
“Dew Tour is the ideal platform for Mongoose, allowing us to directly interact with our core consumer and open a whole new generation up to the brand’s products as well as our heritage as the original BMX brand,” said Alice Tillett, President of Pacific Cycle.  “We’re thrilled to be working with a strong roster of top athletes and look forward to supporting them at the Dew Tour and introducing them to fans of all ages.”
 
Dew Tour fans won’t just be watching their favorite Mongoose pros compete on the vert ramp and dirt course in Salt Lake City, they’ll also be able to test their own skills in the Festival Village.  Mongoose will be featuring a groomed dirt course and provide the latest in BMX bikes for young riders to test.  Fans will also have the opportunity to meet Mongoose pros at the on-site booth for autograph signings and prize giveaways throughout the weekend.  Build-a-bike contests and mechanic clinics will be offered in a fun, casual interactive atmosphere, allowing Mongoose’s target audience to view and use product that will be available at retailers across the United States.  Mongoose will also utilize the partnership to coordinate digital and social media promotions with the Dew Tour as well as a national television advertising campaign.
 
"We're very excited to be in partnership with Mongoose,” said Alli President Wade Martin. “Mongoose is the original BMX brand and we are looking forward to working with them to continue to grow the BMX participant and fanbase, ultimately growing our respective businesses."
 
A Dew Tour partnership strategically compliments Mongoose’s renewed focus on their athlete roster and activation.  Mongoose team riders have been a strong presence on the Dew Tour throughout the 2011 season.  The team includes:
 
·       Steve McCann has spent years competing in all three BMX disciplines on the Tour.  The versatile athlete is putting all his focus on vert for 2011, and will look to top the podiums in Salt Lake City and Vegas.
 
·       Cam White has never ended a Dew Tour season ranked lower than sixth; he claimed the overall top spot for BMX Dirt in 2008.  Coming off an injury that kept him out of the game in 2010, White is hitting the dirt courses hard, looking to maintain his consistent spot in the finals.
 
·       Ben Wallace is making his Mongoose bike debut at the Dew Tour this year, and has had his best finishes to date in both park and dirt disciplines.  The young Brit is looking to stand out this season with his signature triple tailwhip.
 
Dew Tour action can be seen live on NBC during the course of event weekends.
 
The remaining 2011 Summer Dew Tour schedule is as follows:
 
 
Event                                                 Date                                                 Location
Toyota Challenge                         Sept. 8-11                                     Salt Lake City, Utah – EnergySolutions Arena
Dew Tour Championships             Oct. 13-16                                     Las Vegas, Nev. – Hard Rock Hotel & Casino
 
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Dew Tour
The Dew Tour consists of four major, multi-sport events spanning across the country, with a cumulative points system, more than $2 million in event and bonus purses awarded at year-end based on overall tour standings. The Tour features skateboarding (street and vert) and BMX (park, vert and dirt) along with skateboard bowl, surf and freestyle motocross. At season’s end, the overall points leaders in the five disciplines will be crowned year-end champions and awarded the prestigious Dew Cup. As part of an Alli property, key lifestyle elements complement the competitions at each Tour event including the Festival Village, specialty competitions, and live, cutting-edge music. The Dew Tour is broadcast live on NBC Sports with additional competition and lifestyle broadcasts on MTV, MTV2 and USA. The Dew Tour is also distributed on Fuel TV, Universal HD, and internationally on Eurosport, Fox Australia, Extreme Channel and Allarco Superchannel. The Dew Tour partners include Mountain Dew (tour title sponsor), Toyota, Pantech, Nike 6.0, Ball Park, JC Penney, Mongoose, Sony, Paul Mitchell, PlayStation® and PowerBar. More information can be found at www.Allisports.com.
 
AlliSports
AlliSports, is an action sports lifestyle brand whose mission is to connect fans with athletes and brands through best in class events, media, and authentic branded products.  AlliSports includes: the Dew Tour, Winter Dew Tour, Lucas Oil AMA Pro Motocross Championship and the Gatorade Free Flow Tour; Alli Media which creates, produces, and distributes original content; Alli RideShop an online retailer carrying top skate and bmx consumer products; and Alli MotoShop an online retailer carrying top moto consumer products.  AlliSports is owned by NBC Sports.  More information can be found at www.allisports.com.

NBC Sports Group
When the Comcast-NBCUniversal transaction was completed in January of 2011, the broad reach and storied history of NBC Sports united with Comcast’s 24/7 ability to super-serve fans to create the NBC Sports Group. The new sports media company consists of an array of broadcast television, cable television and digital sports assets, including NBC Sports & Olympics, Golf Channel, Versus, 11 SportNets (regional sports networks) and their respective websites. Together, the new combined assets of the NBC Sports Group possess an unparalleled collection of television rights agreements, partnering with some of the most prestigious sports properties in the world: the Olympics, NFL, NHL, PGA TOUR, PGA of America, USGA, IndyCar, Wimbledon, French Open, Tour de France and Kentucky Derby.
 
Mongoose
For almost 40 years, Mongoose, a premium brand of Dorel Industries (TSX: DII.B, DII.A), has been in the dirt, on the trails and off the ramps. Founded in 1974 in a Southern California garage, Mongoose has always been an aggressive brand with products that push the limits of what a rider can do.  From the biggest hits on the mountain or in the park to the urban jungle, Mongoose is an authentic brand that produces durable products built for real riders.   For more information, visit www.mongoose.com or find us on Facebook at Mongoose Bicycles.


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