Maxell’s ESPN X Games 13 Sponsorship Spins Into High Gear for Second Consecutive Year

Maxell
Corporation of

America, the
technology and marketing leader in advanced storage media for music, video and
data, announced details of its sponsorship of ESPN X Games 13 in

Los Angeles,

Calif.
on Aug. 2-5, 2007.

Sponsoring the X Games for the second consecutive year,
Maxell delivers an exciting package of promotions for X Games 13 fans linking
Maxell’s performance-based media products and blow away icon with the world’s
best action sports event featuring athletes from across the globe competing in
various high-powered sports.

In support
of its sponsorship, Maxell has created “Max Out with Maxell

Media,”
a sweepstakes to win an exclusive trip for two to X Games 14, a prize package
worth an estimated $20,000. The promotion integrates with the purchase of
Maxell DVD-R, DVD+R and CD-R media products across 800 Best Buy retail outlets.
The grand prize package includes first-class round trip tickets for the winner
and guest with a four-night stay at a premier five-star hotel in

Beverly Hills, private
limo, shopping spree, and access to some of the most highly-anticipated X Games
events and activities.

This year
Maxell’s promotion includes a custom-made Maxell branded skateboard for X Games
13, complete with blow away icon graphics in flame red, orange and cool white
colors. The custom Maxell skateboard features the X Games logo and will be a
key feature in the “Max Out with Maxell Media” sweepstakes and part
of its on-site booth giveaways along with hundreds of other Maxell products
including Maxell CD and DVD recordable media packs and Maxell head phones.

Maxell
will also connect with X Games fans on-site through its sponsorship with the
John Lennon Educational Bus, a unique non-profit, state-of-the-art mobile
recording and multimedia studio. The John Lennon Bus will roll-into X Games
territory and feature tours for attendees, offering hands-on demonstrations
with cutting-edge DJ and video making equipment.

“We
are excited about being a part of X Games 13 this year and enriching the on-site
experience for all attendees through our sponsorship and giveaways,” said
Cheryl Severini, senior marketing manager for Maxell.

“This
event draws individuals who not only enjoy extreme sports but also love
recording digital music and videos, and it gives us the opportunity to be a
part of their culture in an ideal way.”

Maxell’s
promotional campaign kicked off in May with a Maxell billboard in

Times Square featuring an X Games logo and new blow away
icon graphics.

Advertising
creative will make its way into print, online and television spots across many
outlets including ESPN Magazine’s “X Games Preview” issue, 30-60
second TV spots on ESPN, ESPN2 and ABC Sports, and online banner ads running on
ESPN.com and EXPN.com. Maxell also created a graffiti style landing page http://www.maxell-usa.com/xgames
that highlights details of the sponsorship and skateboard give-a-way promotion.