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O.C. BUSINESS PLUS | HEARD ON THE BEAT / RETAIL

Pacific Sunwear Signs X Games Deal

May 09, 2000|LESLIE EARNEST | Leslie Earnest covers retail businesses for The Times. She can be reached at (714) 966-7832 and at leslie.earnest@latimes.com

So pleased was Pacific Sunwear of California Inc. with its co-sponsorship of the ESPN Winter X Games that the specialty retailer has signed on to sponsor the next three X Games.

"The X Games, we think, are the biggest extreme games happening out there," said Carl Womack, chief financial officer of Pacific Sunwear, which sells beach wear and skate clothes to teens nationwide. "It hits our target audience perfectly."

In addition to having the PacSun logo plastered at various sites during the games, ESPN also will run the Anaheim-based company's television commercials, Womack said.

The games Pacific Sunwear signed on to co-sponsor will be this summer and in the winter and summer of 2001.

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