Burr Ridge, Ill. – March 23, 2009 – Alli, the Alliance of Action Sports, today announced Gatorade has signed on as the title sponsor for the Free Flow Tour. Gatorade will support the summer Free Flow Tour series as well as the soon-to-be-launched amateur snowboard and freeski series.

In the coming months, Gatorade will work hand-in-hand with local skateparks and skate and BMX shops to elevate activation at the close to 50 Free Flow Tour summer events, which will enhance the overall experience for participating riders at each stop along the Tour. Gatorade will also implement a legacy program at each skatepark as part of this grassroots effort.

In addition to the grassroots program and Tour-wide entitlement and category rights, Gatorade and Alli have partnered with FUEL TV on a Gatorade Free Flow Tour content play. Alli and Gatorade will create three original half-hour programs across summer and winter to air on FUEL TV, and FUEL TV will provide exposure and promotion across their network and online platform.

“The Free Flow Tour is as important as anything we are doing at Alli; we are providing amateur athletes an ascension path to the pros and identifying the rising stars of action sports,” said Wade Martin, CEO of Alli. “Gatorade is the ideal partner to support the growth of action sports and elevate the Gatorade Free Flow Tour to the next level.”

“Supporting action sports at a grassroots and amateur level is where we want to make a mark in this space,” said Jeff Urban, senior vice president of sports marketing for Gatorade. “The Free Flow Tour is an amazing platform for talented young riders to use as a launching pad to the next level.”

Gatorade sponsors three action sports athletes: skateboarder Chaz Ortiz, snowboarder Ellery Hollingsworth and BMX rider Nigel Sylvester. The Free Flow Tour partnership is a marquee element of Gatorade’s larger brand presence in action sports.

“My pro skating career got a jump start from the Free Flow Tour,” said Chaz Ortiz, 2007 Free Flow Tour Skate Park champion and 2008 Skate Park Dew Cup champion. “It’s great Gatorade is joining with the Free Flow Tour to support the growth of action sports and provide kids with a path to achieve their dreams of being a pro athlete.”

Also launching will be the Gatorade Free Flow Tour website, which joins the Dew Tour, Winter Dew Tour, King of Wake, Lucas Oil AMA Pro Motocross Championship and Maloof Money Cup within the Allisports.com family of sites. The Free Flow Tour website will include up-to-date information on upcoming Free Flow Tour events and results as well as video highlights and original programming from both summer and winter events.

The Free Flow Tour is the official amateur series of the Dew Tour and the Winter Dew Tour and provides amateur athletes the prospect of professional sponsorship and recognition by the pros. Previous Free Flow Tour winners include reigning skate park Dew Cup champion Ortiz, who is now among the professional ranks, and pro BMX park rider Mike Spinner, who finished the Dew Tour ranked second overall in 2007 and ‘08.

Alli, the Alliance of Action Sports

Alli, the Alliance of Action Sports, is a global business that encompasses national and international action

sports tours and events, multimedia production, and a consumer facing lifestyle brand. The Alliance

includes: the Dew Tour, Winter Dew Tour, China Invitational, Maloof Money Cup, Lucas Oil AMA Pro

Motocross Championship, King of Wake series, and the Free Flow Tour; Alli Productions, which creates

original content, produces and presents content with partners, and distributes Alli content through a

variety of channels. Alli is owned by NBC Sports and MTV Networks and represents a network of

athletes, fans, brands and properties. Its mission is to facilitate the momentous growth of action sports,

through competition and lifestyle, for a new generation of fans and athletes. The Alli properties are home

to more than 550,000 spectators each year and broadcasts more than 150 hours of original content in

100 countries and 280 million homes worldwide. More information can be found at http://www.allisports.com.

Gatorade

The Gatorade Company is a division of PepsiCo (NYSE: PEP). The Gatorade hydration portfolio includes

the nation's leading sports drink, Gatorade® Thirst Quencher, as well as Gatorade Tiger™ Focus and

G2®. Gatorade is designed to meet the needs of all athletes, no matter where they're active. Gatorade is

backed by more than 40 years of research and is scientifically formulated and athletically proven to

quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to enhance athletic

performance. G2 is a low-calorie sports drink containing electrolytes, B vitamins and antioxidant vitamins

C and E to support a healthy lifestyle. Gatorade Tiger Focus has theanine, which when combined with

advanced hydration and carbohydrates, helps promote mental focus. PepsiCo's overall hydration

portfolio includes leadership brands Gatorade, propel®, Aquafina® and SoBe Life Water®. For more

information, please visit http://www.gatorade.com and http://www.pepsico.com.

FUEL TV

FUEL TV is the only action sports cable and satellite network in the U.S. FUEL TV’s programming covers

the lifestyle and culture of skateboarding, snowboarding, surfing, BMX, freestyle motocross, and

wakeboarding. The channel features action sports athletes, emerging musicians, celebrities, and breaking

news through its original and commissioned series and specials, short-form content, films, and prestigious

event coverage. A unit of Fox Cable Networks, FUEL TV was launched July 1, 2003 and is seen in more

than 26-million U.S. homes. FUEL TV also has dedicated networks in Australia and Portugal and its

content is viewed in more than 100 countries internationally. To subscribe to FUEL TV, call 877-4-FUEL-

TV. For program times and other information, visit http://www.fuel.tv.


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