ARMY TIMES' Meghann Myers noted next year's high school All-American Bowl will be "the last one put on by the Army," bringing an end to a 16-year partnership. The Army will "use its resources on other marketing ventures" following the '18 edition of the game. Army Marketing Research Group Dir Mark Davis said, "The decision was difficult, but necessary to guarantee we remain the best stewards of the resources we are provided to ensure that America continues to value, support and consider joining the Army team" (ARMYTIMES.com, 1/18). In San Antonio, W. Scott Bailey noted the Army has "served as title sponsor of the high school all-star game, which is produced by All American Games and was moved to San Antonio" in '02 (BIZJOURNALS.com, 1/18).
NEW YEAR'S RESOLUTION: USA TODAY's Nicole Auerbach notes swimmer Ryan Lochte has a "brand-new partnership -- with PowerBar, which is debuting its Clean Start Pledge and new Clean Whey product line." The partnership is a "big deal, a signal that the page may have turned for good" for Lochte following his issues in Rio. Lochte said, "To have a big company like PowerBar (partner with me means a lot)" (USA TODAY, 1/19). FORTUNE's John Kell noted PowerBar is "building an entire ad campaign around the relationship." The brand yesterday kicked off its "Clean Start Pledge" -- encouraging consumers to "focus on their health by participating in sports and fitness exercises" (FORTUNE.com, 1/17).
NAPA KNOW HOW: MOTORSPORT.com's David Malsher noted NAPA Auto Parts "will be the primary sponsor" for Andretti-Herta Autosport's No. 98 Honda driven by Alexander Rossi in seven Verizon IndyCar series races this season. NAPA was a "last-minute addition as primary sponsor on Rossi's car during practice" for the '16 Indianapolis 500, which he went on to win. It will sponsor Rossi's ride for the '17 races at St. Petersburg, Long Beach, GP of Indianapolis, Indy 500, Road America, Watkins Glen and Sonoma (MOTORSPORT.com, 1/18).
