Dos Equis Desert XX Featuring the Dos Equis World Finals scheduled for October 3-10, 2004 from Lake Havasu City, Arizona

   Costa Mesa, Calif. (May 18, 2004) – The International Jet Sports Boating Association (IJSBA) announced today that Dos Equis has secured title sponsorship of the largest and most prestigious personal watercraft race and lifestyle festival. The 2004 Dos Equis Desert XX featuring the Dos Equis World Finals takes place October 3-10 at the Crazy Horse Campground on the shores of Lake Havasu, Ariz.

   “Dos Equis sponsorship of the IJSBA World Finals further underscores our commitment to the lifestyle interests of our consumers and provides an excellent vehicle to communicate the essence of the Dos Equis brand,” said Victor Melendez, Director of Marketing – Mexican Brands of Dos Equis parent company Labatt USA. Dos Equis’ sponsorship was negotiated by its agency Strategic Sports Group and International Management Group (IMG).

   The IJSBA is also pleased to announce that it has signed global sports marketing giant IMG as producer of the new Dos Equis Desert XX sports and music festival that will host the 23rd annual World Finals.

   “The IJSBA is excited to have partnered with IMG, the world's premier sports and lifestyle marketing and management company, to produce the most important event in our sport,” said Biorn Tangeland, managing director of the IJSBA. “Dos Equis involvement with the World Finals will allow us to build upon the rich tradition that has been established during the 22 years of world class racing at Lake Havasu. This year’s event will expand beyond traditional racing as IMG and Dos Equis will create an all encompassing action sports and lifestyle event.”

   The Dos Equis Desert XX will attract more than 800 world-class racers and athletes from across the globe and feature freestyle motocross, skateboarding, BMX and mini-moto racing in world-class venues. In addition, the event will have live concerts and an interactive lifestyle festival spread over 12 acres.

   Dos Equis Desert XX is anchored by the 23rd annual IJSBA World Finals – the world’s largest watercraft race in closed course ski and runabout racing, slalom and the popular freestyle competition. The World Finals draws the sport’s elite competitors, including superstars Chris MacClugage (Florida), Victor Sheldon (California), Eric Malone (Pennsylvania), Nicolas Rius (France), Dustin Farthing (Florida), Steven Daulich (France), Gimmi Bosio (Italy), Masao Fujisawa (Japan), Celio Vinisius (Brazil), Dustin Motzouris (South Africa) and Alessander Lenzi (Brazil) competing for more than $100,000 in prize money and awards.

   Pairing watercraft racing with sister action sports, the half-pipe features several of the world’s best skateboarders and BMX riders. A freestyle motocross ramp-to-ramp air show and the always-fun mini-moto race promise to create an on-shore multi-sports experience for thousands of devoted fans.

   More than 50,000 spectators will also enjoy Performance Alley – a PWC aftermarket and consumer interactive festival featuring large-scale displays from the top manufacturers of watercraft, parts and apparel, and other lifestyle brands, as well as food and beverage concessions including the Dos Equis Beach Bar. Other activities include daily athlete autograph signings, DJs, guest emcees and prize giveaways. Live regional and national musical acts will perform on the Dos Equis Desert XX Concert Stage on Friday and Saturday afternoons from 4:00 to 8:00 p.m.

   "Dos Equis Desert XX is the ultimate season-ending party and the Southwest’s first action sports and lifestyle festival with its roots firmly placed in the personal watercraft capital of the world,” said James Leitz, vice president for IMG Action Sports. "The tradition and heritage of this event dates back over two decades. Over the years this event has become the epicenter for racing, fun and lifestyle."

   Dos Equis Desert XX and the Dos Equis World Finals will be broadcast to 75 million households on Fusion TV, airing on Fox Sports Net from 4:00-5:00 p.m. on Wednesdays (10/27, 11/10, 11/17). The shows will re-air on FUEL TV (dates to be announced) and to 90 countries around the world via international syndication.

   All events during the 2004 Dos Equis Desert XX are open to the public. Admission is free Sat., Oct. 3 - Wed., Oct. 6 with a $10-$20 admission fee Thursday through Sunday. The expert and pro heats begin on Wednesday, October 6 and run through Sunday, October 10. Festival activities, BMX, skateboard, freestyle motocross and mini-moto competitions begin on Thursday, October 7. Live music will be held on Friday, Oct. 8 and Saturday, Oct. 9. The Dos Equis Desert XX is produced by IMG and sanctioned by the IJSBA. IMG has contracted Lake Havasu City-based event promoter Desert Steel Motorsports to provide local operation resources. Official sponsors include Dos Equis and Personal Watercraft Illustrated magazine.

About Dos Equis
Dos Equis is an authentic Mexican beer available in lager and amber. First brewed in 1897 at the Moctezuma Brewery in Orizaba, Mexico, Dos Equis was created to commemorate the approach of the 20th century and was awarded its original name Siglo XX that later become known as Dos Equis.

About Labatt USA
Headquartered in Norwalk, Conn., Labatt USA imports and brews an array of specialty beers including Labatt Blue, Rolling Rock, Dos Equis, Tecate and Stella Artois. Labatt USA is a joint venture of Labatt Brewing Co. Ltd., Canada, which is a wholly owned subsidiary of Interbrew S.A. of Belgium; and of FEMSA Cerveza S.A. de C.V. of Mexico, owner of Cervecería Cuauhtémoc Moctezuma.

About IMG
IMG is the world’s largest company dedicated to the marketing and management of sport, leisure and lifestyle. IMG represents athletes, performing artists, writers, fashion models, broadcasters, leading corporations, world-class events, cultural institutions and recreational resorts. IMG’s X-Sports division produces more than 25 events per year and consults a number of corporate clients. Projects and clients include the US Open of Surfing, Vans Triple Crown of Skateboarding, Snowboarding and Target Beach Bash and clients like Target, Philips and Norelco. For information regarding IMG:

The International Jet Sports Boating Association is the worldwide sanctioning body for personal watercraft competitive racing. The IJSBA is responsible for the rules which govern the sanction, organization and conduct of sanctioned events; the standards for eligibility and conduct of competition and officials; the regulations for eligibility and preparation of watercraft; and the rules for annual series of events around the world. The IJSBA has affiliated associations, organizations and members in more than 50 countries worldwide and its headquarters are located in Costa Mesa, Calif. For more information, phone: (714) 751-8695 or

About the Strategic Sports Group
Strategic Sports Group, headquartered in New York, with a regional office in Atlanta, utilizes proprietary methodologies to help brands fully integrate and leverage the power of sports. Among its list of services are corporate consulting, media planning and execution, grassroots sports marketing, sales promotion and event creation and management. Clients include: A&E Television Networks, OfficeMax, GlaxoSmithKline, Russell Athletic, Siemens, Keyspan, Benjamin Moore, Cablevision and Western Union.