Mad River, a line of natural-flavored teas and juice drinks from Beverage
Partners Worldwide, has signed as a sponsor of the upcoming Eco-Challenge
Expedition Race.
Beverage Partners -- a joint venture of Nestle SA and Coca-Cola Co. -- and
USA Network announced the deal Monday.
USA president of ad sales Jeff Lucas said the next Eco-Challenge --
being taped in Fiji during October -- will air in primetime April 21 through
25.
In a departure, Mad River -- whose ad theme is, 'Nature's a Mother. Drink to
It.' -- will sponsor a team to compete against others in the race.
Its team will be composed of 'celebrities' like Ethan Zohn and Jenna Lewis,
past Survivor contestants; Tim Beggy, who participated in MTV: Music
Television's Road Rules II and now hosts Fox Sports Net's You
GottaSee This; and Adam Larson, who was on MTV's Road Rules
X.
Mark Burnett is the executive producer of Eco-Challenge, as well as of
CBS' Survivor reality franchise.
