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 Endurance effort boosts chocolate milk Pyne leaving IMG Upper Deck highlights McIlroy Tough Mudder books a hotel brand
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SBJ/March 25 - 31, 2002/Marketingsponsorship
Published March 25, 2002
SAS names golf tourney
Software maker SAS Institute has signed on as title sponsor of the Raleigh-area Buy.com golf classic. Terms of the three-year deal were not released.
PowerBar to sponsor ride
PowerBar Inc. will sponsor the sixth annual Ride for the Roses Weekend, the Lance Armstrong Foundation's largest fund-raising event of the year. PowerBar said it has contributed more than $40,000 in cash and products to the foundation and the event.
K.C. event loses sponsor
TD Waterhouse, sponsor of the Senior Tour PGA event in Kansas City, won't renew its contract beyond this year, when the tournament will take place May 6-12. The cost to become a title sponsor ranges from $1.5 million to $2.5 million.
Phillies sign official bank
Citizens Bank of Pennsylvania reached a two-year corporate partnership agreement to serve as the official bank of the Philadelphia Phillies. Financial terms of the partnership were not disclosed.
Florida tourney hunts for name
The International Tennis Championships Tournament in Delray Beach, Fla., will begin meeting with potential title sponsors in two weeks, according to a Miami Herald report. Citrix Systems opted not to renew this fall, and the event went on without a title sponsor.
Bombardier in at Indy
Civil-aircraft manufacturer Bombardier signed a deal with the Indianapolis Motor Speedway and Indy Racing League that includes naming rights to the Speedway's Pagoda control tower. The five-year, multimillion-dollar agreement also makes Bombardier sponsor of the $50,000 Indy Racing League Rookie of the Year Award.
CFL splashes on Aqua Velva
The Canadian Football League signed Aqua Velva as the official aftershave of the league.