SPONSORSHIP BRIEFS

 Latrobe gets piece of Heinz
Latrobe Brewing Co. signed on for a "founding partner" sponsorship agreement that makes its Rolling Rock the official beer of the Pittsburgh Steelers' new home, Heinz Field. The value of the five-year agreement was not disclosed. Plans call for Rolling Rock signs on the main scoreboard, in the concourses, on rotational signs and on more than 63,000 cup holders at seats throughout the stadium. The agreement allows other brands of beer to be sold at the stadium.

  UPS buys arena package
United Parcel Service has signed a seven-year sponsorship deal with the American Airlines Center and two of its tenants, the Dallas Stars and Dallas Mavericks. Financial terms weren't released. By becoming the fifth flagship sponsor of the arena, UPS will be able to put signs and other marketing materials in the building's west lobby. UPS also will open a retail store at the center and will be the "official express carrier" for the arena and the two teams.

  Mercedes keeps name in L.A.
Mercedes-Benz USA will extend its title sponsorship of the Mercedes-Benz Cup tennis tournament at the Los Angeles Tennis Center-UCLA through 2003. The car company became title sponsor of the ATP event in 1997.

  Regions remains with SEC
Regions Bank renewed its Southeastern Conference corporate partnership for another three years, according to Host Communications Inc., the SEC's marketing partner. Regions Bank is in a three-year agreement with the SEC through July 1, 2002. Regions Bank has exclusivity in the retail banking and financial institution category.