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News Release
SoBe Kicks Off Third Year with Major League Lacrosse

Beverage Company Named "Official Performance Beverage" for 3rd Consecutive Season

NORWALK, CT – (May 31, 2002) – Building on the success of the past two years, SoBe Beverages and Major League Lacrosse (MLL) announced that SoBe will once again be the "Official Performance Beverage" of Major League Lacrosse. The sponsorship, now in its third year, includes a strong SoBe onsite presence at league games and allows the beverage maker to execute a broad range of MLL-focused promotional programs. SoBe will once again sponsor the league's SoBe Iron Lizard Award, and this year, MLL will also have a strong presence on the SoBe website.

"We certainly look forward to kicking off our third season with the MLL," said SoBe Sr. VP of Marketing, Renee Coughlin. "We've built a great relationship with both the league and its fans over the past two years, and this year, we've decided to expand both our onsite and online presence with the league." Coughlin continued, "Partnering with the MLL has been a fun and effective way to reach SoBe's target audience – young consumers with active, healthy lifestyles. Through this sponsorship, we've been able to share the SoBe message with hundreds of thousands of young, edgy, enthusiastic fans."

"We have an extra special relationship with SoBe," said MLL Founder Jake Steinfeld, CEO of Body by Jake Enterprises. "They believed in us from the beginning and that commitment has helped to grow the sport and elevate us to the next level. SoBe's marketing expertise and way of ‘thinking outside the box' is a perfect match with Major League Lacrosse and we look forward to many more years together."

As the "Official Performance Beverage" of MLL, SoBe will have a strong on-site presence during all league games. In addition to sampling, SoBe will participate in several promotional activities including MLL gear giveaways and raffles for SoBe motorized scooters and SoBe skateboards. The SoBe Love Bus will also be on hand at many games to fire up MLL crowds.

The agreement also includes SoBe branding of the "power play," which is one of the most exciting portions of the game. In addition, SoBe will continue its title sponsorship of the SoBe Iron Lizard Award, which is awarded to the MLL player who most embodies the traits of toughness, tenacity and determination - regardless of pain or injury. The award is determined by fan voting via SoBe's web site Expanding its web presence, this year MLL fans will be able to research and follow the performances of the Iron Lizard nominees on a game-to-game basis on the SoBe web site. The nominees (one from each team) will be announced at the 2002 MLL All Star Game on July 21st. The 2001 SoBe Iron Lizard Award winner was midfielder Joe Ghedina of the Long Island Lizards.

The MLL partnership is one of several athletic sponsorships the beverage company supports throughout the year. SoBe also sponsors its own Team Lizard, which features athletes including Olympic skier Bode Miller, motocross riders Travis Pastrana and Kevin Windham, pro skateboarder Andy Macdonald, and popular pro golfer, John Daly.

Norwalk, CT- based South Beach Beverage Company is the maker of herbally enhanced refreshment beverages marketed under the SoBe brand name. SoBe "healthy refreshment' beverages are formulated for individuals with active lifestyles. In addition to SoBe teas and juice blends in the famous 20 oz. glass lizard bottle, SoBe markets SoBe Sports System, an advance performance supplement system, SoBe Adrenaline Rush, an all-natural maximum energy supplement, Love Bus Brew, an energizing chocolate drink, SoBe Ice, a fountain-dispensed frozen product with SoBe flavors. SoBe also comes in convenient, on-the-go 11 oz. aseptic boxes, called Lizard Packs.

SoBe beverages can be purchased at convenience stores, grocery stores, mass merchandisers and warehouse clubs, delis, gas marts, and select restaurants/hotels. For more information, visit the SoBe web site at or call the Lizard Line at 1-800-588-0548. SoBe is a separate operating unit of Pepsi-Cola North America.

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