MasterCard and PepsiCo will each sponsor a million-
dollar shot promo, according to Terry Lefton of BRANDWEEK.
MasterCard's million-dollar shot will take place during Game
Four of the Stanley Cup Finals June 10, on Fox. The promo
includes a Fox TV buy and "replaces" MasterCard's
sponsorship of a Stanley Cup luncheon as its "major" Stanley
Cup promo. PepsiCo's million-dollar shot will take place at
halftime of a September MLS game, but its promo will take
place in all ten MLS markets (BRANDWEEK, 3/17).
TAP THE HEISMAN: Coors will run a promo tied to the
Heisman Trophy, which it will leverage with a Labor Day
sweepstakes, "and possible football-themed packaging on its
core brand." There may also be football-shaped bottles, "a
la Coors bat-shaped bottles" due out later this year,
"although one Coors wholesaler said that concept had been
floated and then discarded" (BRANDWEEK 3/17 issue).
NOTES: Burger King and the NHLPA will team for a
collector's puck promo over the next month at restaurants in
Denver, Pittsburgh and Detroit. Fotoball USA, San Diego,
handles....Conde Nast reached a deal with the WNBA for 8-12
page advetorials in the July issues of Glamour and Self
magazines....Advantage Int'l will handle marketing for
Roller Hockey Int'l. Advantage's Harlan Stone called a
national TV deal a "top" priority....The Beanstalk Group,
NY, will handle retail and licensing rights for USTA and
U.S. Open merchandise (BRANDWEEK, 3/17).
