The Winter Gravity Games have "attracted a sextet of
top-level 'Marketing Partners,' who are paying between"
$500,000 and $1.5M to be "associated with the Winter Gen X
Olympics," according to Terry Lefton of BRANDWEEK.
Salomon's Bonfire ski apparel line, Bolt.com, Kick Media,
Colgate-Palmolive's Irish Spring and Mennen Speed Stick
brands and FHM magazine -- a title set for a March debut
that will compete with Maxim and Details -- are signed on as
partners. Each sponsor receives "two to five spots per
show, on-site signage and sampling rights." The Winter
Gravity Games will be held January 20-23 in CA and televised
February 12, 13 and 20 on NBC (BRANDWEEK, 1/10 issue).
MORE DEALS: Charles Schwab has become a sponsor of
S.F.-based America's Cup challenger AmericaOne. The deal
includes Web exposure and branding opportunities aboard
AmericaOne's two yachts (Charles Schwab)....The Hoover Co.
will be an associate sponsor of the inaugural State Farm
Women's Tennis Classic presented by US West, to be held
February 28-March 5 in AZ. Hoover served as the Official
Floor Care Company of the WTA Tour in '99 (Hoover)....GM's
Pontiac has joined A-B, Reebok and Dr. Scholl's as sponsors
of Survivor, an upcoming CBS series that puts 16 people on a
tropical island and "pits them in a fight-to-the-finish
contest" for a $1M prize. The series is set to run 13 weeks
in primetime. Each sponsor gets category exclusivity,
"extensive" product placement within the series and "off-
air" marketing rights (BRANDWEEK, 1/10 issue).
