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SBD/November 30, 2011/Marketing and Sponsorship
Published November 30, 2011
CONTINUING EDUCATION: The USOC today announced a five-year sponsorship with DeVry University. The deal, which runs through '16, makes the for-profit higher education company the official education partner of Team USA. Terms of the deal weren't available. The agreement will result in DeVry providing undergraduate and graduate scholarships to members of the U.S. Olympic team. DeVry has more than 95 locations nationwide (Tripp Mickle, SportsBusiness Journal).
PARTY ON: Amscan Holdings, Inc yesterday announced a deal with the NHL to become the official licensee of celebration-based products. As part of the deal, Amscan will design, manufacture, and sell new hockey-themed party supplies including officially licensed tableware, favors and decorations. Fans can find the line at Amscan’s retail partner, Party City, and on PartyCity.com (Amscan).
BEER-LESS PARADE: In St. Louis, Todd Frankel reported Anheuser-Busch has “pulled out of the annual New Year’s Day event in Pasadena, Calif.” The decision ends “a long-running tradition for the brewery just as the Tournament of Roses confronts other financial issues from the economic downturn.” A-B said that it “notified parade organizers in May that it intended to invest ‘in other types of sponsorships and events that reach a higher concentration of beer drinkers, and where [it] can more directly discuss the Budweiser brand’” (ST. LOUIS POST-DISPATCH, 11/29).