Monster Energy To Title Top NASCAR Series Monster's Title Sponsor Deal Worth Less Than Sprint's Nike Files Flurry Of Tech Patent Suarez Talks Being First Foreign NASCAR Champ Ohio State Licenses LeBron James Shoes, Jerseys Jordan Releases Space Jam Shoe Campaign Liberty National To Sponsor Bayne's RFR Ride NASCAR Could Cut "Cup" From Sponsorship Adidas, Under Armour Inch Closer To Nike WME-IMG To Sell Naming Rights In Denver
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).