Startup water brand uses NFL star power Busch, Boykin shake up business model Sponsors kicking off activation The Lefton Report Yonex re-signs Wawrinka Retailers buy into CLC platform Change lets sponsors cut to the Chase Madden campaign tilts toward digital Yuengling finds fit with Childress Mazda signs up to Rock ’n’ Roll
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SBJ/June 12 - 18, 2000/Marketingsponsorship
Published June 12, 2000
Twinlab starts Agassi ads
Twinlab Corp. launched a TV, print and radio ad campaign featuring Andre Agassi. The company manufactures nutritional products and is based in Hauppauge, N.Y. The campaign chronicles the career of the tennis star.
NHRA racing with Castrol
Castrol Consumer North America signed a three-year deal with the National Hot Rod Association to become the series sponsor of the NHRA Junior Drag Racing League. Castrol also becomes the official motor oil of the series with the deal.
Racing sponsor expands role
Federal-Mogul Corp., title sponsor of the National Hot Rod Association's Sportsman drag racing series, reached a sponsorship agreement with NHRA driver Tony Schumacher. Logos for the company's Fel-Pro gaskets, Sealed Power engine components and Champion spark plugs will appear on Schumacher's car as well as on driver and crew uniforms. The Sealed Power logo will also appear on the car's parachute.
Surrey lathers up Olympics
Surrey Inc. signed a sponsorship agreement to be the official licensee for candles and glycerin soap at the 2002 Winter Olympics in Salt Lake City. Surrey, based in Leander, Texas, is developing candles that will feature the Games' logo. The deal marks Surrey's first sponsorship of a major international sporting event.
Community league expands
The Philadelphia-based Sonny Hill Community Involvement League, an amateur summer basketball organization, has expanded into Atlantic City, N.J. Horizon Mercy, New Jersey's largest Medicaid managed-care plan, is sponsoring the new Horizon Health League, which is open to children ages 8 to 11. Ten teams will play two games per week at the Uptown Complex in Atlantic City. Sonny Hill, who founded the youth basketball league in 1968, is an executive adviser to Philadelphia 76ers President Pat Croce.
Team seals corporate deals
The Bay Area Seals of the United Soccer Leagues' A-League signed The Daily Review/ANG Newspapers as an official corporate sponsor and InterLane Media as exclusive print media sponsor. The Daily Review, part of ANG Newspapers, is a San Francisco area newspaper with paid circulation of 230,000. InterLane Media provides demographically targeted advertising to shoppers at retail locations.