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Cialis(R) (tadalafil) Joins BASS as Premiere Sponsor
January 24, 2005
KISSIMMEE, Fla., Jan. 24 /PRNewswire-FirstCall/
-- Cialis(R)
(tadalafil), the erectile dysfunction drug marketed
by Lilly ICOS (NYSE: LLY and Nasdaq: ICOS),
and BASS, the worldwide authority on bass fishing,
today announced a one-year sponsorship agreement.
As a premiere sponsor, Cialis will have a major
interactive presence at the majority of BASS
events, including the CITGO Bassmaster Tournament
Trail, the Bassmaster Elite 50 Series and the
CITGO Bassmaster Classic.The agreement also
includes presenting sponsorship of Bassmaster
University and a heavy presence in BASS's television,
print and internet
platforms. To support the sponsorship, Cialis
will create Relaxation and Fan Experience tents
in key markets, develop angler tips with expert
partners and establish a dedicated Web site.
To enhance the Bassmaster University TV show
on ESPN2, Cialis will sponsor a "gear list"
as part of the weekly programming, which will
highlight fishing equipment needed for each
episode.
"Lilly ICOS is thrilled to be a premiere
sponsor of BASS through our Cialis brand,"
said Matt Beebe, Cialis U.S. Brand Team Leader.
"BASS members are an important audience
to us. An alliance with BASS allows us to reach
a targeted fan base that enjoys bass fishing
because it's both relaxing and exhilarating."
Don Rucks, General Manager of BASS, said: "We
are pleased Cialis chose to make BASS part of
their marketing program. We applaud the vision
of Lilly ICOS in recognizing the significance
of the brand-loyal BASS members and fans."
Cialis and BASS have worked closely together
to develop an integrated platform that will
resonate with members and fans and help enhance
relaxation and enjoyment of the sport.
* Signage: Beginning at the season-opener
on Lake Tohopekaliga in Kissimmee, Cialis will
have a strong signage presence at a total of
108 BASS events. This includes boat, truck and
driver uniform signage during 12
televised events.
* Bassmaster University: Cialis is the presenting
sponsor of Bassmaster University for the entire
2005 season. This includes opening and closing
credits on each episode as well as a weekly
"gear list" sponsored by Cialis that
highlights fishing equipment needed for each
lesson. An online Bassmaster University page
will link to http://www.cialis.com . Bassmaster
University airs on BASS Saturday at 9:30 a.m.
ET on ESPN2.
* Exhibition Tent: Spectators at select BASS
events can experience the "Bassmaster University
presented by Cialis" tent, which will be
stocked with angler-related interactive elements
and seminars with expert anglers. Highlights
from ESPN2's Bassmaster University will also
be featured in the Cialis tent.
* Relaxation Centers: Key viewing spots at
the Bassmaster Elite 50, CITGO Bassmaster Tour
and CITGO Bassmaster Classic will be branded
"Relaxation Centers presented by Cialis."
The relaxing atmosphere will be designed to
help spectators unwind and enjoy the spectacular
views of the weigh-in.
* Tips Booklet: A Cialis-sponsored tips booklet
for fishing and men's health will be available
at all 108 tournaments in which Cialis will
have a presence.
* Interactive Web Site: Angling fans everywhere
can soon visit http://www.bassmaster.com to
experience many of the innovative elements of
the Cialis BASS sponsorship, including tips
for relaxing and improving their fishing skills.
Cialis BASS Sponsorship
For Lilly ICOS, the BASS sponsorship represents
a unique opportunity to educate men in the United
States about a significant health issue -- erectile
dysfunction (ED) -- and the role of Cialis as
the only oral ED treatment option shown to improve
erectile function for up to 36 hours in
most men. Through its partnership with BASS,
Lilly ICOS offers consumers information
about ED and Cialis. Consumers may pick up brochures
on ED or Cialis at the tents, and visit the
Cialis Web site, http://www.cialis.com , to
get more information about Cialis. Available
by prescription, Cialis was approved by the
U.S. Food & Drug Administration on November
21, 2003.
About BASS
BASS is the world's largest fishing organization,
sanctioning more than 20,000 tournaments worldwide
through its Federation. The CITGO Bassmaster
Tournament Trail, which includes the exciting
Bassmaster Elite 50 series, is the oldest and
most prestigious pro bass fishing tournament
circuit and continues to set the standard for
credibility, professionalism and
sportsmanship as it has since 1968. For more
information, contact BASS Communications at
(334) 551-2375 or visit http://www.bassmaster.com
.
About Cialis
Cialis, approved by the FDA in November 2003
for the treatment of erectile dysfunction, is
the only oral ED treatment shown to improve
erectile function up to 36 hours in most men.
Cialis can be taken without regard to food.
The absorption of Cialis is not reduced by food,
including high-fat foods. Cialis is currently
available in approximately 100 countries, including
Australia, Brazil, Mexico, Canada, the United
States and countries throughout Europe. More
than 3.5 million patients worldwide have been
treated with Cialis since its first introduction
in February 2003.
Cialis is available by prescription only and
is not for everyone. Men taking nitrates, often
used for chest pain, or certain alpha-blockers
for prostate problems or high blood pressure,
should not take Cialis.Such combinations could
cause a sudden, unsafe drop in blood pressure.
Men should discuss their health status with
their doctors to ensure Cialis is right for
them and that they are healthy enough for sexual
activity. The most common side effects with
Cialis were headache, upset stomach, delayed
backache or muscle ache. Although rare, men
who experience an erection for more than four
hours should seek immediate medical attention.
Men should not drink alcohol in excess with
Cialis. Cialis does not protect a man or his
partner from sexually transmitted diseases,
including HIV.
Individual results may vary. Cialis studies
were not designed to assess multiple intercourse
attempts after a single dose. For full patient
information, visit http://www.cialis.com .
About Lilly ICOS LLC
Lilly ICOS LLC, a joint venture between ICOS
Corporation (Nasdaq: ICOS) and Eli Lilly and
Company (NYSE: LLY), developed tadalafil for
the treatment of erectile dysfunction.
ICOS Corporation, a biotechnology company headquartered
in Bothell, Washington, is dedicated to bringing
innovative therapeutics to patients.ICOS is
marketing its first product, Cialis (tadalafil),
through Lilly ICOS
LLC. ICOS is working to develop treatments for
serious unmet medical conditions such as chronic
obstructive pulmonary disease, benign prostatic
hyperplasia, cancer and inflammatory diseases.
Lilly, a leading innovation-driven corporation
is developing a growing portfolio of first-in-class
and best-in-class pharmaceutical products by
applying the latest research from its own worldwide
laboratories and from collaborations with eminent
scientific organizations. Headquartered in Indianapolis,
Ind., Lilly provides answers -- through medicines
and
information -- for some of the world's most
urgent medical needs. Additional information
about Lilly is available at http://www.lilly.com
.P-LLY
Except for historical information contained
herein, this press release contains forward-looking
statements within the meaning of the Private
Securities Litigation Reform Act of 1995. Such
forward-looking statements are based on current
expectations, estimates and projections about
the industry, management beliefs and certain
assumptions made by the management of ICOS and
Lilly. Investors are cautioned that matters
subject to forward-looking statements involve
risks and uncertainties, including economic,
competitive, governmental, technological, legal
and other factors discussed in the two companies'
respective filings with the Securities and Exchange
Commission, which may affect the business and
prospects of the two companies and Lilly ICOS.
Results and the timing and outcome of events
may differ materially from those expressed or
implied by the forward-looking statements in
this press release. More specifically, there
can be no assurance that Cialis will
achieve commercial success or that competing
products will not pre-empt market opportunities
that might exist for the product.
Cialis(R) is a registered trademark of Lilly
ICOS LLC. Other trademarks are the property
of their respective owners.
source:-http://www.prnewswire.com
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