$2.5 Million Prize Purse to be Awarded to Athletes

ESPN and Dubai Event Management Corporation (DEMC) have formed a five-year collaboration to host the world’s richest singular, multi-sport, action sports event. There will be a 2.5 million dollar prize purse – a record for X Games and the action sports industry – and X Games medals distributed to the athletes. The event will be held December 11-13, 2008 in Dubai, UAE. The Dubai X Games World Cup will bring together ESPN’s world-class X Games franchise with the local expertise of DEMC.

Competitions will include Skateboard and BMX Street, Skateboard and BMX SuperPark, Moto X Racing, Freestyle and SuperMoto, along with a new X Games event that is well known in Dubai –ATV Enduro. The Dubai X Games World Cup will also feature local instructional clinics by professional athletes and regional qualifying events for specific sports.

“The partnership between ESPN and DEMC reiterates the phenomenal growth of Dubai as a leading event location and the continued growth of action sports in the region,” said Prime Minister and Ruler of Dubai his Highness Sheikh Mohammed bin Rashid Al Maktour. “Dubai X Games will be bigger, better and richer than any other event in action sports.”

“Dubai has been an incredible host city,” said Rick Alessandri, senior vice president, ESPN consumer products and X Games managing director. “Over the past three years more than 70,000 action sports enthusiasts have seen their X Games heroes compete in Dubai. We are thrilled to be partnering with DEMC to host such a world class event and offer the world’s largest prize purse for a multi-sport action sports event.”

Richard Attias, CEO, DEMC said, “DEMC prides itself on bringing the biggest and best events to the Middle East. Last year we brought sports fans in the region to the Dubai World Cup – the richest horse race in the world and the Dubai Tiger Woods Golf Classic. This year, we are pleased to work with ESPN to bring the richest action sports event to the Middle East.”

ESPN will produce 5 hours of original programming from Dubai. TV Coverage in the region will be extensive, with in-depth coverage on the ESPN family of channels available through ART as well as other TV channels throughout the region and around the globe.

ABOUT ESPN’s X GAMES FRANCHISE
ESPN, The Worldwide Leader in Action Sports, first developed its X Games franchise in 1995. Part of ESPN Content Development, X Games, Winter X Games and All Access are just some of the original action sports programming currently shown on ESPN and ESPN2. In addition to the two U.S.-based events, ESPN has held X Games competitions and demonstration events around the world including Dubai, Thailand, Brazil, Mexico, Korea, Malaysia and Spain. The global franchise has also expanded its reach to EXPN.com, the definitive site for action sports fans, and to consumer products such as X Games bikes, protective gear, skateboards and DVDs.

ABOUT DUBAI EVENT MANAGEMENT CORPORATION Dubai Event Management Corporation; established by a decree issued by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai, in March 2008; was mandated to create, manage and organize live events in the fields of sports, arts & culture, exhibitions, conferences and entertainment in the region; as well as establishing the standards for these events in the emirate, specifically with sports and conferences.
Launched by H.H. Sheikh Ahmed bin Mohammed Al Maktoum, the President of Dubai Event Management Corporation, it will introduce major new initiatives and strike international alliances with sports and cultural organizations, while working towards attracting conferences and exhibitions to the emirate. In addition, it will also develop and own unique international events in diverse industries.

The Dubai Event Management Corporation will seek to build credibility as a calendar and event management institution in Dubai and around the world. It will target the international markets while setting new benchmarks, as well as identifying and facilitating new key events with widespread public appeal. In addition to acting as a sports and cultural events owner, the corporation will also be an effective service provider for large-scale events.

Details and a list of scheduled athletes for ESPN X Games Dubai will be forthcoming on www.dubaixgames.com for the public and www.espneventmedia.com for media.