REI, Native Eyewear and Many More to Sponsor Dominion Riverrock

Dominion Riverrock, the outdoor adventure sports and river life festival, announced today several new sponsors that include REI, Native Eyewear, Subaru of Richmond and MWV

Dominion Riverrock, the outdoor adventure sports and river life festival held in Richmond, Virginia on May 14-15, announced today several new sponsors for the second annual event that include REI, Native Eyewear, Subaru of Richmond and MWV.

Dominion Riverrock is a two-day festival that will celebrate Richmond's vibrant and active river life. The event will boast a series of sporting competitions including running, mountain biking, kayaking, freestyle biking and ultimate air dogs, along with musical performances, food vendors and exhibits.

National outdoor retail co-op, REI (Recreational Equipment, Inc.), offering quality outdoor gear, apparel and travel, is confirmed to be the official retail partner of Dominion Riverrock. In addition to a strong presence in the Dominion Riverrock Vendor Village, REI will also conduct interactive games, sweepstakes, and youth presentations celebrating active outdoor lifestyles and stewardship throughout the course of the festival.

Premier outdoor sunglasses and sports goggles provider, Native Eyewear, will be the title sponsor of the freestyle bike competition at Dominion Riverrock. The Native Eyewear Freestyle Bike event will be held on a course designed by world-class professional freeride and mountain bike rider Jeff Lenosky, who is also sponsored by Native Eyewear. Lenosky will manage the competition, which will play host to several Native Eyewear branded contests and giveaways for spectators. Additionally, the brand will have a strong presence in Dominion Riverrock's Vendor Village.

Subaru of Richmond will serve as the official automobile of Dominion Riverrock, as well as the title sponsor of the kayak boatercross event. The Subaru of Richmond Kayak Boatercross will include various sponsorship activations such as sporting equipment giveaways.

MWV, an advocate of sustainability and environmental stewardship will be the title sponsor of Dominion Riverrock's Green Zone. The Green Zone will feature interactive exhibits by James River advocacy groups and other event partners. MWV, headquartered in Richmond, will also showcase some of its sustainability initiatives at the festival.

“We are thrilled to have secured these amazing partnerships for our second annual festival,” said Dominion Riverrock Co-Founder Jeff Fitch. “These brands are a perfect fit with Dominion Riverrock, and we're looking forward to developing great sponsorship activation opportunities both in advance of the event and onsite.”

For event registration and further information about Dominion Riverrock 2010, please visit

About Venture Richmond
Venture Richmond engages business and community leaders in partnering with the city to enhance the vitality of the community, particularly downtown, through economic development, marketing, promotion, advocacy and events. Its most noted annual events are Easter on Parade, Friday Cheers, 2nd Street Festival, Richmond Folk Festival and Celebrate Illuminate, all of which are free and combine to host more than 300,000 people.

About Sports Backers
Sports Backers own, manage or partner with 40 different sporting events in the Richmond region that help drive over $50 million in economic impact. These events and programs strengthen the local economy, provide health benefits to participants and make the region a better place to live.