Dos Equis Plans to Get Dirty With Tough Mudder Partnership

Mar 17, 2011, 09:00 ET from Heineken USA Inc.

NEW YORK, March 17, 2011 /PRNewswire/ -- Dos Equis announced today a two-year sponsorship of the endurance running series, Tough Mudder.  The series, which is among the nation's most recognized and most challenging, has 12 events scheduled in the U.S. in 2011.

"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."

With this partnership, Dos Equis becomes the exclusive beer sponsor of Tough Mudder.  Dos Equis will also host a VIP area at each event.

"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.

For the schedule of event dates and locations, visit

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at Please visit

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SOURCE Heineken USA Inc.