Industry News | May 14, 2002

Taco Bell Gets Extreme With Two-Year X Games Sponsorship

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IRVINE, Calif.— May 14, 2002—Taco Bell(NYSE:YUM) today announced an unprecedented sponsorship deal in support of ESPN's X Games. The agreement, which begins this summer and continues through the winter of 2004, positions Taco Bell as the only company to officially sponsor four consecutive X Games events.

"Taco Bell extended its commitment to ESPN's bi-annual event because when it comes to reaching the youth market, the X Games win time and time again," said Debbie Myers of Taco Bell Corp.

During the past six years, Taco Bell has sponsored either the summer or winter games, but the new agreement expands the company's support to both seasons. Sponsorship benefits include a comprehensive package on ESPN, ESPN2, ABC, ESPN.com, EXPN.com, ESPN The Magazine and ESPN radio as well as complete on-site signage and hospitality.

"The X Games are an extremely valuable marketing vehicle for power brands to target fans who are captivated by these unique lifestyle sports," said Ed Erhardt, president of ESPN ABC Sports Customer Marketing and Sales. "Action sports have grown into a cultural phenomenon and ESPN continues to be the genre leader with these events."