18 October 2003: Orange, the UK’s most popular mobile phone service, today unveils a major sponsorship agreement with Soul Sports Events - the creators of the AIM Snowboard and Freestyle Ski Series.

Orange made the announcement at the Orange Big Air Championships held today at the new XSCAPE snowdome in Castleford - where the cream of British snowboarders and freestyle skiers competed at the newest, most advanced UK indoor snow sports complex. Featuring a 150m recreational slope covered with 1,500 tonnes of real snow and home to the ‘house sized’ Big Air jump - XSCAPE is the ideal venue for this prestigious launch event.

Under the three year deal, Orange is to become communications partner and title sponsor to the entire AIM Series, which will now be known as the Orange AIM Series.

The Orange AIM Snowboard & Freestyle Ski Series is a national circuit programme, that represents the highest level of competition in the UK and incorporates all three snow surfaces in the sport; artificial, indoor and mountain.

The calendar of events includes a university tour, six UK based artificial and indoor qualifying events as well as two prestigious mountain events in Les Deux Alpes; the Orange Slopestyle Championships in January and the Orange British Snowboard and Freestyle Ski Championships in March.

The sponsorship reflects Orange UK’s increased activity in the youth market place and will focus on enabling the tech-savvy, highly mobile snowboard and ski audience to engage with the sport and its community through the development of bespoke content and services. In line with its broader sponsorship strategy, Orange UK’s commitment to the AIM series will extend its reach from the pinnacle of the sport through to a commitment at grass roots level.

Announcing the deal, John Allwood, Executive Vice-President of Orange UK said: “Orange is very pleased to announce this association with such a dynamic and aspirational sport. We chose the AIM Series because it represents the highest level circuit for competitive snowboarding and freestyle skiing in the UK with the endorsement of a recognised international professional structure.”

Stuart Brass and Spencer Claridge of Soul Sports Events, the organisers of the AIM Series, said: "We are very happy to have Orange onboard as title sponsor of the AIM Series and the British Snowboard and Freestyle Ski Championships. With their strong involvement in the youth lifestyle market they share our goal to get young people more active through alternative sports and interests and in this case raise awareness of these two thrilling sports."

Orange will launch a WAP-based information service, providing regular updates on extreme sports events including AIM Series heats and results, an Orange AIM Series Beginners Guide to Snowboarding, downloadable Java games (including Snowboarding Fever, Freestyle X and Sno-Pro), snow and weather reports and a range of ringtones and logos.

Users can also register for hints and tips from the Orange AIM Series experts. By texting SNOW to ‘82888’ customers can keep updated with free editorial content including latest news, competitor profiles and event schedules. Orange will also be working with third parties to provide new and exclusive content to keep extreme sports lovers in the know.

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