SBD/16/Sponsorships Advertising Marketing

MLS MIXES RIGHT INGREDIENTS IN CHEF BOYARDEE TIE-IN

          NJ-based International Home Foods (IHF) has signed a
     two-year sponsorship deal with MLS for its Chef Boyardee
     line that will give the league "unprecedented exposure in
     grocery aisles and on Saturday morning kids TV, while
     continuing the brand's push into the tween-age market,"
     according to Terry Lefton of BRANDWEEK.  The $3.5M deal gets
     IHF exclusivity for its canned pasta, chili and beans.  MLS
     "is also pursuing sponsorships in the consumer electronics,
     snack food and fast food arenas" (BRANDWEEK, 12/15 issue).

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