Mar 17, 2011 at 02:13 PM
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Dos Equis Partners With 'Toughest Event on the Planet'

Dos Equis announced today a two-year sponsorship of the endurance running series, Tough Mudder, which has 12 events scheduled in the U.S. in 2011. Dos Equis becomes the exclusive beer sponsor of Tough Mudder. Dos Equis will also host a VIP area at each event.

"The Tough Mudder series reaches nearly 175,000 of Dos Equis' interesting, adventurous and sophisticated fans, so this is a great event to partner with," said Paul Smailes, Dos Equis Brand Director. "It's a unique opportunity for Dos Equis to get exposure to its core target audience in an authentic, challenging environment."

"It is absolutely marvelous that we are partnering with Dos Equis. We see a great fit between our two brands and are hyped about the truly spectacular events we can build together," said Tough Mudder Chief Executive Officer and Tough Master Will Dean. "We can think of no better way to celebrate completing what is probably the toughest event in the world than by sipping a complimentary Dos Equis that is also the brew of choice for the most interesting man in the world."

Tough Mudder was voted by as the Best Adventure Race of 2010. Each run features a 10-12 mile British Special Forces-designed course that hurls contestants through a gauntlet of obstacles that tests toughness, fitness, strength, stamina, mental grit and teamwork.