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A hoard of young X Game fans cheer on their favorite contestant during a Mountain Dew Drink it Up and Throw it Down dance contest at the base of the ESPN Winter X Games in Aspen, CO January 25, 2007. Mountain Dew is one of the sponsors paying big bucks to brand their name in the youth that follow the X Games. (PHOTO/ DENNIS SCHROEDER/ROCKY MOUNTAIN NEWS) **

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