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SBD/24/Sponsorships Advertising Marketing
BUZZ ON THE STREET: MSG NETWORK INKS A-B ACROSS-THE-BOARD
Published June 24, 1998
MSG has signed Anheuser-Busch to a three-year sponsorship extension "that stretches across half a dozen New York sports properties, realizing MSG's vision of the ultimate group sell," according to Andy Bernstein of the SPORTSBUSINESS JOURNAL. Next season, Budweiser will become "a significant sponsor" of Yankees broadcasts, and has bought ad time on Islanders and Devils games on Fox Sports New York. The deal also continues Budweiser's exclusivity in the domestic-beer category on Knicks and Rangers games on MSG Network and "even extends" to the AHL Hartford Wolfpack, the Rangers' minor league affil. Bernstein reports that the deal, worth $5-6M a year, includes rights fees, media time and pouring rights at MSG (SPORTSBUSINESS JOURNAL, 6/22). WORKING AT THE CARMAX: The MLS Mutiny said CarMax has agreed to become one of the team's largest sponsors and its official automotive superstore. The CarMax deal comes after the team's agreement with Kash n' Karry that put the Mutiny ahead of last season's total sponsorship revenue. CarMax will be the title sponsor of the Sister Hazel concert during the team's July 4 event, and will sponsor player appearances in Tampa-area schools (Mutiny). JINTS GO SHOPPING: The NFL Giants and A&P Supermarkets have teamed for a sponsorship program running for 21 weeks during the team's pre- and regular season schedule. The program, "New York Giants Tailgate Club," will feature Giants-themed end aisle displays in all 120 A&P and 38 Food Emporium NY-metro area locations. The program will also contain a weekly sweeps through which a youngster will have the opportunity to be the Giants honorary captain (Giants).