Absolut Colors

ABSOLUT VODKA and BLU To Help Fund Eastern European Participation in Gay Games® VIII Cologne 2010

ABSOLUT VODKA and the magazine BLU have both announced partnerships with Gay Games VIII Cologne 2010 to help bring Eastern European participants to next year's Gay Games in Cologne. ABSOLUT and the magazine BLU are making a contribution to the Gay Games 2010 Scholarship program that will help provide funds to lesbian, gay, bisexual & transgender athletes and artists from Eastern Europe who would otherwise be unable to afford to attend the sports & cultural festival.

"Gays and lesbians from Eastern Europe are often targeted by homophobic hate groups," said Annette Wachter, CEO of the Cologne Gay Games. "We hope that by bringing Eastern European participants to the Gay Games, we can help strengthen self-esteem and inspire them so that they can achieve progress in their own countries.

Pernod Ricard Deutschland GmbH, on behalf of the ABSOLUT brand, enthusiastically supports this goal and on May 28, 2009, Christina Elste from Pernod Ricard presented a donation to the Gay Games Cologne organization in support of the scholarship fund.

"With this money we will help finance the participation fees, travel and accommodations for many athletes," said Wachter. "Without this donation, participants would have had no chance to come to the Cologne Gay Games."

"Almost 30 years ago ABSOLUT decided to support the right to individuality," said Christian Seel, Marketing Manager at Pernod Ricard Deutschland. "At the time, this was regarded as risky, but today we look back in pride. ABSOLUT COLORS is for us a logical continuation of our philosophy, which aims to encourage people to show their true colors and be proud of themselves for who they are."

The Gay Games Sports & Cultural Festival was founded in 1982 and takes place every four years. Everyone is welcome regardless of sexual orientation, gender, race, religion, nationality, ethnic origin, political beliefs, athletic/artistic ability, physical challenge, age, or health status. The motto of the Gay Games is "Participation, Inclusion and Personal Best."™

Gay Games VIII Cologne 2010 will take place 31 July to 7 August 2010. With 34 sports and five cultural events, the Cologne Gay Games are expected to draw 12,000 participants, more than the Olympic Games.