Jack Link’s Beef Jerky To Sponsor 2011 New Belgium Brewing Urban Assault Ride

Minong, Wis. (March #, 2011) — Jack Link’s Beef Jerky, the No. 1 U.S. meat snack brand, will serve as presenting sponsor of the 2011 New Belgium Brewing Urban Assault Ride. As a part of the partnership, the Jack Link’s brand will be heavily integrated into each of the 10 Urban Assault Ride events across the country.

Now in its ninth season, the Urban Assault Ride is the nation’s largest bike scavenger hunt. Part bike race, part obstacle course, the Urban Assault Ride pits teams against each other in search of fun and unique “checkpoints.” The pedal-powered team of two that completes all of the checkpoint obstacles in the shortest amount of time and crosses the finish line wins. Upon crossing the finish line, teams will be invited to a large after-party featuring a variety of Jack Link’s Beef Jerky offerings, New Belgium beer, music and contests, among other special events.

“The fun and camaraderie of the Urban Assault Ride is the same spirit of fun and irreverence of the Jack Link’s Beef Jerky brand,” said Jeff LeFever, director of marketing, Jack Link’s Beef Jerky. “We hope racers and fans will tear open a bag of Jack Link’s, join in the fun and feed their wild side along the way.”

Jack Link’s, the fastest-growing meat snack manufacturer worldwide, leads the nearly $3 billion meat snack category. As the recognized category leader, Jack Link’s offers more than 100 premium meat snack products in more than 40 countries. In addition to its premium products, Jack Link’s is known for its popular Messin’ With Sasquatch advertising campaign which has achieved nearly cult-like status. The commercials feature pranksters playing sophomoric pranks on an unsuspecting Sasquatch.

The Jack Link’s brand involvement at will include samples of jerky paired with New Belgium beer and text-to-win sweepstakes at the after-party. Also rumored are sightings of the elusive Sasquatch, Jack Link’s brand icon and comic foil of its advertising campaign.

The 2011 Urban Assault Ride dates and locations:

• March 20 in Tucson, Ariz.
• May 15 in Madison, Wis.
• May 22 in Chicago
• June 26 in Austin, Texas
• July 17 in Fort Collins, Colo.
• July 24 in Denver, Colo.
• July 31 in Minneapolis
• August 14 in St. Louis
• August 28 in Des Moines, Iowa
• September 18 in Charlotte, N.C.

The Urban Assault Ride is open to anyone seven years or older. Team divisions include coed, male, female and family, with prizes awarded to the top three teams in each division. Each event is capped at 1,500 riders and multiple sellouts are expected.

For more information on a specific event or to register for any of the 2011 events, go to www.urbanassaultride.com.

For more information on Jack Link’s Beef Jerky, go to www.JackLinks.com or check out Jack Link’s Facebook page for an Urban Assault Ride entry sweepstakes.

JACK LINK’S BEEF JERKY – Feed Your Wild Side.
Headquartered in Minong, Wis., Jack Link’s is the No. 1 U.S. meat snack brand and fastest-growing meat snack manufacturer worldwide. The Jack Link’s brand represents a heritage of quality and consumer trust. Jack Link’s products are available in retail outlets worldwide. Check out JackLinks.com for more information on the Jack Link’s brand.

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SOURCES:
Nancy Knutson
Jack Link’s Beef Jerky

Martine Larson
Carmichael Lynch Spong