Taco Bell expands partnership with X Games

Nation's Restaurant News,  May 27, 2002  

• E-mail
• Print
• Link

IRVINE, CALIF. -- Taco Bell has signed an agreement making it the only company to sponsor four consecutive X Games events.

The agreement takes effect with this year's summer games, which will begin Aug. 17 and will extend through the winter games in 2004.

The chain had sponsored either the summer or winter games during the last six years but increased its role because its "Think Outside the bun" positioning fits well with the games' youthful audience, according to Debbie Myers, vice president of media services, entertainment and licensing.

Sports network ESPN developed the X Games in 1995, targeting young adults and teens with such events as in-line skating, downhill BMX racing, speed climbing and skateboarding.

Taco Bell's sponsorship includes ads during, game broadcasts on ESPN, ESPN2 andABC-TV and in ESPN The Magazine.

COPYRIGHT 2002 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2008 Gale, Cengage Learning