AD AGE's E.J. Schultz noted A-B InBev has added Fallon, Minneapolis, to "handle Bud Light Lime-A-Rita as the margarita-flavored malt beverage brand prepares to add the NFL to its marketing mix." Fallon will handle the account via its N.Y. office. For the first time, Lime-A-Ritas will be included in football marketing as A-B InBev "prepares to incorporate the brand in its NFL sponsorship." Previously, NFL rules "prohibited flavored malt beverage advertising during games." But under the league's newly relaxed alcohol regulations, flavored malt beverages ads "are now allowed, as well as liquor ads" (ADAGE.com, 8/28).
NOT IN THE GAME: In Indianapolis, Channing King noted "NBA 2K18" will "feature playable all-time teams for each franchise." However, Basketball HOFer Reggie Miller is "not included" on the Pacers roster. Retired players are "no longer covered" by the NBPA and its licensing deal with 2K, meaning individual deals "need to be struck with each one." In the case of Miller -- as well as Charles Barkley on the 76ers and Suns -- a "deal just couldn't be reached" (INDIANAPOLIS STAR, 8/25).
MILK DOES THE BODY GOOD: In Pennsylvania, Stephanie Sadowski noted the Pennsylvania Dairymen's Association for the first time has a sponsorship agreement with Penn State football to "promote Fill a Glass with Hope, a charitable campaign that raises funds for Feeding Pennsylvania's member food banks to buy milk from local dairies at a reduced price." One dollar from each sale will "go to Fill a Glass with Hope." The "shakes are $6 each" (PENNLIVE.com, 8/25).
LION'S SHARE: Food Lion has renewed as an ACC Official Corporate Champion. Food Lion, the official grocery store of the ACC, is the longest continuous sponsor of the ACC. Its partnership began in '85 (Food Lion).
