MULTICHANNEL NEWS’ Mike Reynolds reported Sony “has extended its sponsorship of ESPN's 3D for another year, supporting a number of events.” Sony will sponsor the network's 3D productions of “the upcoming Summer X Games, as well as regular college football action.” Financial terms of the agreement were not disclosed. ESPN 3D to date has presented “115 events in the advance format” (MULTICHANNELNEWS.com, 7/13).
HOW SWEDE IT IS: The WALL STREET JOURNAL’s Aditi Kinkhabwala notes Int'l Tennis HOFer Bjorn Borg’s “off-court aesthetic pursuit is fashion and his eponymous label, Bjorn Borg Sportswear.” The brand's “core is underpants -- underpants that are hardly, um, conservative.” The majority of the products are “wildly-patterned, sunglass-requiring briefs." Former tennis player John McEnroe said of Borg, “He's the Calvin Klein of tennis" (WALL STREET JOURNAL, 7/14).
WHEELS & DEALS: Wonderful Pistachios has agreed to a multiyear deal to title sponsor Richmond Int'l Raceway's September NASCAR Sprint Cup Series race. As part of the deal, Wonderful Pistachios will be sold at RIR concession stands and at most ISC tracks. The Wonderful Pistachios 400 is the last race before the Chase for the Sprint Cup begins (Roll Global LLC)….Coca-Cola will title sponsor Talladega Superspeedway’s Oct. 22 NASCAR Camping World Truck Series race (Coca-Cola).