May 1, 2008 6:02 AM, PROMO Xtra, By Richard Tedesco

Revolution is set to line up competitors for what’s being billed as the first annual ‘Ultimate Athlete’ event with primary sponsor Men’s Fitness magazine on Sunday.

The eight-sport event, including competitions in tennis (fastest serve), volleyball (accurate serve) football (quarterback challenge), soccer (target shooting), golf (longest drive) and baseball (fastest pitch) will kick off at noon on May 4 in New York City’s Trump Wollman Rink in Central Park. The prize for the high scorer, based on the best five scores in eight events, is a Hummer.

Hummer is one of the presenting sponsors for the event, along with Asics, Corona and Enviga. All of the sponsors will have signage at the event, which will also feature a sponsor’s village exhibition area and a Corona Tiki Bar. Enviga will be sampling its energy drink, Asics will have athletics shoes and apparel on display and there will be a Hummer on-site.

Proceeds from sales at the Tiki Bar will be donated to AfterSchool All Stars children’s charity. Men’s Fitness is conducting an online auction for prizes, including Legend Seats at Yankee Stadium, Mets Dreamseats at an upcoming game and signed memorabilia at http://www.charitybuzz.com. The auction, which will be promoted at the event, went live on April 28 and runs through May 13.

The event’s primary objective is to draw the male 18-49 demographic that constitutes the Men’s Fitness target readership for a day of head-to-head competition.

“It’s a way to do event marketing and meet and greet readers of Men’s Fitness,” said Jeff Gooding, Revolution senior marketing vice president. “And it’s a good way to show off people’s athletic skills.”

Members of the New York City Police and Fire departments will compete with other in a parallel set of events for bragging rights, with those competitors also eligible for a shot at the Hummer.

Men’s Fitness has promoted the event in its publication. The ‘Ultimate Athlete’ contest has also been plugged in New York media, both in print and on local morning news shows, with street teams and through banners in Central Park.

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