Startup water brand uses NFL star power Busch, Boykin shake up business model Sponsors kicking off activation The Lefton Report Madden campaign tilts toward digital Yuengling finds fit with Childress Mazda signs up to Rock ’n’ Roll Change lets sponsors cut to the Chase Retailers buy into CLC platform Yonex re-signs Wawrinka
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SBJ/November 12 - 18, 2001/Marketingsponsorship
Published November 12, 2001
Continental flies with Knicks
Continental Airlines has been named the official airline of the New York Knicks. The agreement entitles Continental to signs in the Knicks' Madison Square Garden, promotional tie-ins and hospitality. Continental is also the official airline of the New York Yankees, New York Marathon, New Jersey Nets, New Jersey Devils and Heisman Trophy.
Hornets do biz with Nextel
The Charlotte Hornets signed Nextel, a wireless communications firm, as a corporate sponsor. Terms of the one-year deal, signed Nov. 1, weren't disclosed.
GNC titles Busch race
General Nutrition Centers signed on to be the title sponsor of the NASCAR Busch Series event that was set for last Saturday at Homestead-Miami Speedway. The company did not provide financial details. The race was to be called the GNC Live Well 300.
Tennis sponsors back in 2002
Allstate Financial and The Mechanics Bank have returned as presenting sponsors for the Sacramento Capitals 2002 season. The Capitals play professional tennis in the Tyco World TeamTennis League. The season starts in July and runs between Wimbledon and the U.S. Open. Allstate Financial is part of Allstate Corp. of Northbrook, Ill. The Mechanics Bank has its headquarters in Richmond, Calif.
Tiremakers in Rolex series
Grand American Road Racing Association has reached a multiyear agreement with Goodyear Tire & Rubber Co. and Dunlop Tyres Ltd., making them the exclusive tire suppliers to the Rolex Sports Car Series through the 2004 season. The agreement will take effect at the Rolex 24 at Daytona January Test Days during Jan. 3-5. Goodyear will be the sole supplier of tires for the SportsRacing Prototype, GTS and American GT classes. Dunlop will be the exclusive tire in SportsRacing Prototype II and GT.