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).
