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SBD/Issue 111/Sponsorships, Advertising & Marketing
Published February 28, 2008
Boston-based retail outlet Filene's Basement, the Celtics and Comcast SportsNet have agreed to a new corporate partnership, making Filene's an official partner of the Celtics. The deal marks Filene's first official sponsorship of a pro team. Filene's also will dress Comcast SportsNet personalities during all Celtics games and the Celtics will hold a "Filene's Basement Night" during an upcoming home game, when the store will serve as presenting sponsor (Celtics).
CALLING CARD: The Brewers and U.S. Cellular agreed to a multi-million dollar partnership naming U.S. Cellular the exclusive wireless provider of the team. Signage will be placed in and around Miller Park including on LED boards, as well as permanent signs in the outfield and on the Miller Park I-94 message center. Fans also will be able to sample the latest products and services at the interactive "U.S. Cellular Experience" kiosk in the Field Level Concourse (Brewers).
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DRIVING AWAY? ESPN.com’s David Newton reported "about half the field doesn't have full sponsorship" on the NASCAR Nationwide Series, and eight or nine cars at Stater Bros. 300 last weekend “didn’t have sponsorship at all.” Newton: “There is some concern over there. ... They’re paying close attention, but at this point nobody’s in a panic situation” (“NASCAR Now,” ESPN2, 2/27).