Mad River inks sponsorship deal with Eco-Challenge

ATLANTA (US): Respect for nature without taking oneself too seriously - is what Mad River hopes to communicate to consumers through its recently signed sponsorship agreement with the ninth annual Eco-Challenge Expedition Race, to be held in Fiji this month.

In the US, the race will air on USA Network from 21-25 April 2003. In India, the show will air on action oriented channel AXN. Mad River is a line of natural flavoured teas and juice drinks from Beverage Partners Worldwide, a joint venture between Nestle and Coca-Cola.

Mad River will also sponsor a team (Team Mad River) for competing in the 2002 race, composed of 'celebrity' participants Ethan Zohn, winner of Survivor III, Jenna Lewis of Survivor I, Tim Beggy of MTV's Road Rules II and Adam Larson of Road Rules X. One of twenty 'rookie' teams confirmed to embark on the Eco-Challenge adventure, Team Mad River is sure to attract media attention as they travel anywhere between seven and 12 days over 500 km of Fiji's toughest terrain.

The Eco-Challenge which claims to be the world's premier Expedition Race, is held in a remote part of the world each year and attracts the planet's best adventure racing athletes. The Fiji 2002 competition will see participants use only non-motorised forms of transportation such as jungle trekking, ocean paddling, mountain biking, canyoneering and kayaking. The 80 competing teams will travel over 300 miles with only 12 days to complete the race.

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