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MILLROSE GAMES INKS TITLE SPONSOR IN MID SIX-FIGURE DEAL
Published November 23, 1999
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).