Increases Sponsorship of Upcoming Sporting Events

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CHICAGO (AdAge.com) -- Taco Bell Corp., Irvine, Calif., is upping its sponsorship in ESPN's X Games with a two-year deal, beginning with the summer 2002 event and continuing through the 2004 Winter X Games.

The Tricon Global Restaurants chain has sponsored either one of the two summer games or one of the two winter games, but under the new pact Taco Bell will sponsor the next four sporting events.

Terms of the deal weren't disclosed.

Taco Bell will promote the event through in-store promotions, a company spokeswoman said.

"Taco Bell extended its commitment to ESPN's biannual event because when it comes to reaching the youth market, the X Games win time and time again," Debbie Myers, VP-media services, entertainment and licensing for Taco Bell, said in a statement.

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