SBJ/December 10 - 16, 2001/Marketingsponsorship

Sponsorship briefs

 Powerade powers NHRA series

The National Hot Rod Association and the Coca-Cola Co.'s Powerade brand agreed to a five-year deal making Powerade the title sponsor of the NHRA's 23-race national event series, starting with the 2002 season. Coca-Cola and bottled water Dasani will also get official product categories. Powerade replaces R.J. Reynolds' cigarette brand Winston.

  Providian sports goals not ...

Providian Financial Corp. will continue its sponsorships with the Oakland Raiders, San Francisco 49ers, Dallas Cowboys and the Bay Area's 2012 Summer Olympics bid, spokesman Alan Elias said. The San Francisco-based credit card issuer hasn't yet changed its sports marketing plans, Elias told the San Francisco Business Times, despite cost-cutting associated with lower profits and higher credit-card losses.

 Pirates sign skate shop

The Portland (Maine) Pirates of the American Hockey League made Scotia Skate and Supply the team's official pro shop.

 Palace snags new airport deal

Palace Sports & Entertainment, owners of the Detroit Pistons, the Palace of Auburn Hills, the NHL's Tampa Bay Lightning and leasehold rights to the Ice Palace, has been selected to manage and sell advertising at the new Northwest Airlines terminal at Detroit's Metro Airport. Palace has managed advertising at Metro Airport's three older terminals since January 2000 in a two-year deal reportedly worth $2.6 million.

 EA signs Gonzalez for game

Electronic Arts signed Arizona Diamondbacks player Luis Gonzalez as spokesman for EA Sports' Triple Play 2002 video game. Gonzalez will appear on all packaging and merchandising for the game. As part of Gonzalez's deal, EA will donate money to Gonzalez's "Kids Going Gonzo for School" program.

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