SBJ/April 8 - 14, 2002/Marketingsponsorship

Sponsorship briefs

Coors won't renew soccer deal

Coors, fresh from signing its new deal to become official beer sponsor of the NFL, dealt another blow to England's Nationwide Football League last week, deciding to end its title sponsorship of the league's championship competition after its five-year deal runs out after next season, the Financial Times reported. The title sponsorship belongs to the Worthington brand, owned by Coors. The league, which comprises divisions one through three of English soccer, is still staggering from broadcast partner ITV Digital's move into receivership March 27, after the network said it couldn't continue to pay the rights fees it negotiated with the league.

Baysox partner with Chick-fil-A

The Bowie (Md.) Baysox, a Class AA Eastern League affiliate of the Baltimore Orioles, have arranged a sponsorship deal for the 2002 season. The deal calls for the Baysox's logo, schedule and phone number to appear on a minimum of 1 million Chick-fil-A to-go bags distributed from six restaurants in the Baltimore-Washington region. Chick-fil-A will be the presenting sponsor of a promotional contest at 30 Baysox home games and will sponsor other events at six other games.

Lightning nabs season sponsor

Palace Sports and Entertainment has reached a one-year sponsorship agreement with Nextel Communications, which makes Nextel the presenting sponsor for the 2002-03 Tampa Bay Lightning season. In addition, Nextel becomes the presenting sponsor for the 2002 season of the Arena Football League's Tampa Bay Storm. Financial terms of the agreement were not disclosed. The presenting sponsor agreements will stand alongside existing multiyear integrated marketing programs between Palace Sports and Entertainment and Nextel for the Tampa Bay Lightning and the Ice Palace Arena.

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