In Phoenix, Duane Rankin notes Suns Fs Mikal Bridges, Josh Jackson, Kelly Oubre and Richaun Holmes have "each worn themed sneakers in February" to celebrate Black History Month. The shoes will be made "available for purchase at the end of the month with the proceeds benefiting Elevate Phoenix, a local non-profit that works with youth." The Suns "commissioned designers to create the custom sneakers, but the players had a say in the theme" (ARIZONA REPUBLIC, 2/12).
BIG POUR: U.S. Ski & Snowboard has signed Constellation Brands’ Pacifico as its official beer sponsor in a four-year deal that runs through the ‘22 Beijing Games. Pacifico replaces Lagunitas, which had occupied the beer category from ’15 to ’18. Along with the usual pouring rights and activation opportunities at all World Cup events hosted by USS, Pacifico will be the founding partner of the Visa City Big Air series, set to begin in December. The deal is the second sponsorship with USS for Constellation Brands, which also owns the official spirit, High West Distillery (Ben Fischer, THE DAILY).
DRINK LOCAL: In Rochester, Sal Maiorana notes locally-based Genesee Brewing Company will have a "much more visible presence" at Watkins Glen Int't this year, as the brewer yesterday announced a multiyear sponsorship deal with the track. Genesee will now be the official beer of WGI, the company's "first commercial sponsorship agreement in more than a decade." The deal includes Genesee branding on one of the pace cars that will be used at the track, as well as "several category exclusive logo and promotional rights" (ROCHESTER DEMOCRAT & CHRONICLE, 2/12).