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MILLROSE GAMES INKS TITLE SPONSOR IN MID SIX-FIGURE DEAL

          The U.S. Air Force has signed a one-year deal worth
     "about" $600,000 to become the title sponsor of the Millrose
     Games, to be held February 4 at MSG, according to Andy
     Bernstein of the SPORTSBUSINESS JOURNAL.  The deal, handled
     by Bozell-NY, includes signage, "on-site recruiting
     opportunities" and a TV media buy "on several" other events
     on the Golden Spike Tour, which is USA Track & Field's
     (USAT&F) annual tour that airs on NBC.  Octagon Marketing
     Group Dir John Guppy said that the "title-rights portion of
     the deal went for approximately" $400,000.  Bernstein notes
     that government "regulations preclude the Air Force from
     actually calling itself a sponsor or entering into a
     multiyear deal, but the 'media partnership' involves
     renaming the event the 'United States Air Force Millrose
     Games.'"  Additionally, officials from Octagon, which bought
     the event along with the USAT&F from IMG, said that they
     "received indications that the Air Force intends to keep its
     name on the event for several years to come."  The Air Force
     will try "to reach the high-school-age kid for recruiting
     purposes" (SPORTSBUSINESS JOURNAL, 11/22 issue).  BRANDWEEK
     reports that the deal gives the Air Force "four TV spots in
     an NBC highlights package the day after" the event.  Chase
     was the previous title sponsor (BRANDWEEK, 11/22 issue).

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