Sponsors Return for SI Kids Snow Search

Pepperidge Farm has signed a deal to be an official sponsor of a Sports Illustrated competition that searches for talented young skiers and snowboarders. The company joins returning sponsors the Kids WB and Cartoon TV networks.

The 2007 Sports Illustrated Kids Next Snow Search includes more than 70 events and six super qualifiers at a variety of ski resorts. Top competitors will face off in the All-Star event at Colorado’s Steamboat Resort Feb. 2-3. About 150 athletes ages nine to 13 will participate in the finals at Killington Resort in Vermont March 2-4. The top 25 will be chosen for a spot on the 2007 Sports Illustrated Kids Next Snow Team, said Dave Watt, SI Kids publisher.

“The program works on so many levels, for our readers and for our advertisers,” Watt said. “

Pepperidge Farm is handing out 10,000 samples of its Flavor Blasted Goldfish crackers at the All-Star and Finals events and copies of a DC Comics Finn & Friends comic book.

Cartoon Network, the official youth TV sponsor of the All-Star event, is back again with plans to project an original cartoon special onto the snow as part of a signature event. In addition, the network will offer exclusive content related to the competition highlighting kid athletes from around the country.

“It’s an opportunity for them to get close to people and learn about aspects of the Next Snow Search,” Watt said of the sponsors.

Kids WB will air segments from some of its shows on a mountain in Killington during events. It also plans to promote the program with a dedicated microsite at KidsWB.com/kids/sifk07. In addition, Kids WB will launch a sweepstakes at KidsWB.com offering a chance to win a trip for a family of four to attend the finals in March. The promotion runs Jan. 27-31.

Print ads in Sports Illustrated Kids, Sports Illustrated and online materials support the program. The Next Snow Search is in its fourth year.

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