SBD/20/Sponsorships Advertising Marketing

OH, MARIO: LEMIEUX SIGNS TWO-YEAR DEAL WITH STROH'S BREWERY

          Stroh Brewery has "marshalled a nifty assault on the
     NHL's official beer" partner, Anheuser-Busch, by signing
     Mario Lemieux to a two-year endorsement contract, according
     to Terry Lefton of BRANDWEEK.  In the first "major deal"
     since his retirement, Lemieux gives Stroh's "a local hero in
     one of the strongest markets for Stroh's Beer while stealing
     some glory from" A-B's league partnership and Pittsburgh
     Brewing's Iron City, a Pens sponsor.  While Lemieux "won't
     appear in TV ads," Stroh's will use him in appearances,
     print ads and in a promo offering a chance to attend an NHL
     game with the former NHL star.  Stroh's is also
     "considering" a commemorative can (BRANDWEEK, 10/20 issue).

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Anheuser Busch, NHL

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