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).
