SBJ/September 3 - 9, 2001/Marketingsponsorship


 Bud buys into new Dallas arena

Anheuser-Busch Cos.'s Budweiser division is an exclusive sponsor of the American Airlines Center, the new home arena for the NBA's Dallas Mavericks and NHL's Dallas Stars. Budweiser will be the "exclusive alcohol in-bowl advertiser in the arena," as well as support the Mavericks, Stars and American Airlines Center through promotional programs, according to a company announcement last Monday. Advertising perks for Budweiser include marquee sign space outside the center, signs on the center-hung scoreboard, and commercial spots during TV broadcasts of Mavericks and Stars games.

 Purex renews racing deal

Purex Detergent renewed its part of a joint primary sponsorship of Dreyer & Reinbold Racing for the 2002 Indy Racing Northern Light Series season. Robbie Buhl drives and co-owns the No. 24 Team Purex Dreyer & Reinbold Racing G Force/Infiniti/Firestone in the Northern Light Series. Dreyer & Reinbold was formed in 1999 by the Dreyer and Reinbold families, who are partners in an Indianapolis auto dealership, which also serves as the team's sponsor.

 PeopleSoft stays with Giants

PeopleSoft will continue a three-year sponsorship deal with the San Francisco Giants that was struck by SkillsVillage. The agreement is in its second year. PeopleSoft, a Pleasanton, Calif.-based business software company, bought Sunnyvale, Calif.-based SkillsVillage, a professional services automation firm, in May for $33 million in cash and stock. PeopleSoft signs on Aug. 17 replaced SkillsVillage in several concourse positions, said Jason Pearl, vice president of corporate sponsorship for the Giants, and one major position on the facing of the top deck. PeopleSoft has expressed interest in expanding its involvement with the Giants, Pearl said.

 Bucs sign Pixel Graphics

The Tampa Bay Buccaneers announced the signing of a multiyear partnership with Pixel Graphics Inc. to be the official copier sales and service provider of the team. As a Pewter Partner, Tampa-based Pixel receives category exclusivity in the copier sales and service category. Financial terms of the deal were not disclosed.

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