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Sony Sponsors Ice Village in Salt Lake City

Sony announced that it is an associate sponsor of the first-ever Mountain Dew Ice Village in Salt Lake City, Utah, February 8-24, 2002. Located in the heart of downtown Salt Lake City, the Ice Village offers excitement to consumers of all ages during the entire 17 days of the Olympics.

The Mountain Dew Ice Village is an action sports and music festival featuring more than 150 of the world’s best athletes from skateboarding, snowboarding, BMX, Moto-X as well as a stellar line-up of musical performances from acts such as Cheap Trick, Cake, and George Clinton and P Funk AllStars. Fans in Salt Lake City during the Olympics can watch daily exhibitions from athletes in the “Extreme Snow Zone” which will be sporting an 80-foot quarter pipe, vert ramps for skateboarders and big air ramps for Moto-X riders. Attendees can also experience the latest PlayStation(R)2 titles on the PlayStation 2 Touring Attraction, a 68-foot custom-designed vehicle. Inside the climate-controlled environment, more than 60 participants at a time will be able to play: Kinetica(TM), Gran Turismo 3(TM) A-spec, Cool Boarders(R) 2001, 989 Sports’ NFL GameDay(TM) 2002, Jak and Daxter: The Precursor Legacy(TM), Frequency(TM), Twisted Metal(TM) Black, PaRappa The Rapper(R) 2 and 989 Sports’ Formula One 2001(TM).

As one of this year’s associate sponsors, the company’s presence will include category exclusive brand representation in the venue’s “Ice House” and “Last Lap” VIP room, which is a giant night club adjacent to the Ice Village. The “Last Lap” is an exclusive hang out created for athletes and VIPs that are attending the games and will feature eight interactive kiosks playing the hottest PlayStation 2 titles available.

“We are excited to be partners with the Mountain Dew Ice Village,” said Sharon Shapiro, director, promotions, Sony Computer Entertainment America “The Ice Village offers a perfect fit for our brand as it allows consumers an opportunity to not only experience the ultimate adrenaline venue, but also a chance to enjoy the ultimate in interactive entertainment.

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