Auto Insurance Company Sees Major Marketing and Branding Value in Urban Big Air Ski and Snowboard Competition

SAN FRANCISCO (May 13, 2008) – ICER AIR is pleased to announce a three-year partnership with Esurance, the direct-to-consumer personal auto insurance company, as part of an ongoing relationship between the two companies. Esurance has been a title sponsor of the urban big air ski and snowboard competition for the previous two years.

“Esurance has been a terrific partner for us,” noted ICER AIR creator Glen Griffin. “It’s a great brand fit as we are both innovators within our respective industries. Both of our companies celebrate creativity, innovation, and pushing boundaries.”

Over the past three years, ICER AIR has become an annual marquee event in San Francisco, attracting thousands of spectators, extensive media attention and national visibility each year as Olympic and X Games champions vie for the coveted ICER AIR title. Competing athletes push the boundaries, performing their ultimate ski and snowboard jumps during the San Francisco action sports, music, and lifestyle event.

In its short three-year history, ICER AIR has garnered over 6.5 billion media impressions world-wide and $28 million in ad value. In addition, the event -- and the creators behind it -- have proven successful in effectively reaching the elusive 18-34 year-old male demographic. “There really is no other event that combines snow sports in a major city and appeals to a massive urban demographic that otherwise wouldn’t make it to a mountain to witness something like this,” noted Griffin.

“The collaboration was an obvious choice for us,” said Melissa Chapman, Esurance brand manager. “As a leader in bringing innovation to the insurance industry, we are pleased to team up with a company that is an innovator in their respective industry.”

ICER AIR and Esurance will work together to grow the event and bring it to new levels over the course of the next three years with the possibility of expanding to other major markets in 2009. The next Esurance ICER AIR is slated for this coming fall.