ConAgra Foods Inc.’s Slim Jim and MasterCard International are getting a piece of the action under a new sponsorship of the Dew Action Sports Tour.
Under the partnership for the five-city multi-sports event, both brands will receive exclusivity as the tour’s official salty snack and official payment method. The tour kicks off in June.
“We’re very excited to have sponsors in these two categories as Dew Action delivers a key desirable demo for MasterCard with young adults, and on the flip side, a teenage crowd for Slim Jim,” said Ethan Green, senior director of marketing at Dew Action.
For Omaha, NE-based ConAgra Foods Inc. and Slim Jim, the sponsorship means the snack will be promoted through ConAgra’s national and local retail partners.
“We’re still working out the details [of promoting the brand] but we know it will be consistent with things we’ve done in the past,” said Mike Hargrave, VP-sponsorship at ConAgra.
“Our involvement with Dew Action is another good example of how consumer packaging companies are teaming up with events that are good fits for their brand,” said Andrea Porfidio, marketing manager at Slim Jim.
Minneapolis, MN-based Ryan Partnership handles Slim Jim’s promotions. Purchase, NY-based MasterCard will activate sponsorship through local and regional customer financial institutions in the tour’s event markets.
Dew Action debuted last year and includes skateboarding, BMX and freestyle motorcross with champions receiving the Dew Cup. NBC Universal and Live Nation, an entertainment content and distribution company, owns Dew Action.