Sprint, A-B Create Interactive Beer Tap Handles Comcast Builds X1 Service Around NASCAR Deal Converse Suing Over Chuck Taylor Copycats Nike Sees 3D Printing As Innovative Tool Adidas Makes Waves With Shoe Hires Nike Golf President Cindy Davis Steps Down NASCAR Promotes 11 Senior-Level Execs Goodyear Called Out For NASCAR Issues Stewart: Sponsors Have Stuck By Our Side Adidas Struggling In U.S. Market
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SBD/31/Sponsorships Advertising Marketing
Published March 31, 1998
BETTER MAKE IT A BUD LIGHT: A-B's Bud Light brand has signed on as the official beer of the '99 Women's World Cup. Under the deal, A-B will commit $1M of Cup-themed ads and receives board signage, media, tickets and hospitality (BRANDWEEK, 3/30)....Starter has re-signed Steelers RB Jerome Bettis for another three years in an endorsement deal for both its branded and licensed apparel (BRANDWEEK, 3/30). CUTS AT NIKE SPORTS ENTERTAINMENT: AD AGE's Bradley Johnson writes that "one place taking a hit" during Nike's recent staff cutbacks is Nike Sports & Entertainment. Its staff has "shrunk" from 34 employees to 20. The company will now focus on Nike oriented events as it "abandons ambitions to compete with the likes of" IMG in staging events for other marketers (AD AGE, 3/30 issue). A BIG ATTRACTION: At the Mall of America, NASCAR Silicon Motor Speedway is the highest grossing entertainment tenant to date, according to the Mall's owner, Simon DeBartolo Group. Weekends and selected weekdays see a three- to six-hour wait at the interactive center (NASCAR).