May 13, 2008 10:00 ET

ICER AIR Re-Signs Title Sponsor Esurance to Three-Year Partnership

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

SAN FRANCISCO, CA--(Marketwire - 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.


On September 29, 2005, 15,000 people watched history being made as ICER AIR took to Fillmore Street for the first-ever urban big air ski and snowboard competition. Realizing the potential for this type of event and always wanting to push the limits of creativity, ICER AIR creator Glen Griffin moved the jump to a larger venue, AT&T Park, and on November 4, 2006, turned Esurance ICER AIR into an action sports, music, and lifestyle experience. The one-day event featured BMX, skate, and wakeboard performances and competitions, with the spotlight on the first big air stadium ski and snowboard competition in the United States. The world's most talented skiers and snowboarders launched themselves off a jump over 100 feet high and 350 long as 28,000 spectators looked on in awe. Continuing the mission of bringing the mountains to the city, Esurance ICER AIR 2007, held November 2-3, evolved into a two-day, multi-venue series of events, action sports, concerts, and parties. ICER AIR intends to grow into other cities and will announce its future plans soon.

About Esurance

Esurance, a subsidiary of White Mountains Insurance Group, Ltd. (NYSE: WTM), provides personal auto insurance direct to consumers online and through select online agents. Through Esurance's award-winning Web site, customers can get quotes, compare rates, buy policies, and manage their auto insurance quickly and easily. Committed to innovation and healthy competition, Esurance is proud to support unique, one-of-a-kind events like Esurance ICER AIR. For more information on teams and sporting events sponsored by Esurance, visit

About ICER

ICER began in 2000 as a small ski and snowboard products company with aspirations to grow into a global sports brand. ICER entered the marketplace by introducing a revolutionary new pocket-sized, spray-on liquid wax for skis and snowboards. Building on the success of the ski and snowboard product lines, ICER plans to expand its line by rolling out products for sailing, surfing, wakeboarding, water-skiing, skateboarding and biking.

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