Since 2004, Maxell has investmented in supporting entertainment experiences, programs, and sweepstakes that enhance the culture and lifestyle of its customers. Maxell set out to reach their core audience of Millennials – men and women aged 16-34- where they go to be entertained. Maxell’s targeted sponsorships include the Action Sports Pro Tour, ESPN X Games, the John Lennon Educational Tour Bus and Songwriting Contest, South by Southwest (SXSW) Film Festival, The New York Film Festival (NYFF), and House of Blues Music Clubs Nationwide.”Maxell’s sponsorships of extreme sports, music and film mirror the interests and lifestyle choices of our target audience,” said Cheryl Severini, senior marketing manager at Maxell. “Participation at these events keeps Maxell top-of-mind with our customers while they are enjoying themselves. These sponsorships are also strategically tied to our product lines.”

Maxell added the Action Sports Pro Tour to its roster of sponsorships to offer exciting on-site experiences for fans. The Action Sports Pro Tour is an action-packed event, fusing world-class skateboarding, freestyle BMX and motocross, inline skating and snowboarding competitions with cutting edge performances by nationally recognized bands. The Tour moves from city to city, reaching a broad audience.

Events were also broadcast on Versus and Fuel TV throughout 2008 and will continue into 2009.

For the third consecutive year, Maxell’s sponsorship of the ESPN X Games creates exciting on-site experiences for dedicated extreme sports fans and enthusiasts who enjoy recording digital music and videos. Since 2007, Maxell has also been the official media sponsor of the New York Film Festival. The company plans to increase its involvement in 2009 by becoming a co-lead sponsor of the NYFF. www.maxell.com