Sterling Promotions
Xbox & adidas Form Global Alliance
Two global brands at the leading edge of youth culture, Xbox and adidas, have formed a long-term strategic alliance, merging the worlds of sports and entertainment.
One of the primary initiatives will be the placement of Xbox 360 kiosks in adidas stores. Xbox kiosks will be placed in retail locations across the U.S., Europe, Japan, Canada, Asia, Latin America, Australia and New Zealand for a variety of activities leading up to the FIFA 2006 World Cup.
adidas will install content on Xbox 360 consoles, while Xbox will have a presence on adidas' FIFA 2006 World Cup mobile portal. Xbox is supporting “Goal: The Movie” with a series of cross-promotional events with adidas. Xbox will also have kiosks at all adidas soccer events leading up to the FIFA 2006 World Cup.
“The alliance between adidas and Xbox reflects the fact that sports, lifestyle and video games are inextricably linked,” said Peter Moore, V.P., Worldwide Marketing for Xbox at Microsoft. “Xbox 360 is a place where all three of these elements come together to truly amplify the sport experience.”
Hostess Promo. Features Racing Divas
Three of professional racing’s leading women drivers-Danica Patrick (IRL), Leilani Munter (NASCAR) and Melanie Troxel (NHRA), have signed on to become Hostess “Racing Divas” under a sponsorship agreement with the Hostess snack cake brand.
The racing sponsorship program will feature a range of promotional activities including special limited edition packaging and displays, with photos of the three drivers.
“Interest in women in professional racing continues to grow, with Danica, Leilani and Melanie serving as excellent ambassadors for the sport,” said Kevin Kaul, Hostess Marketing Manager, Interstate Bakeries Corp. “We are pleased to sponsor these drivers as they inspire an even more diverse fan base, and, connect the iconic Hostess brand with the enthusiasm surrounding racing and women’s increasing prominence in the sport.”
'SI Party At Club Bud' Planned For Olympic Winter Games
Budweiser and Sports Illustrated are planning to host the “SI Party At Club Bud” during the 2006 Olympic Winter Games in Torino, Italy. Club Bud will be a six-story pyramid-shaped nightclub located on the Po River across from the Piazza Vittorio in the city center of Torino. The party will draw from a guest list that includes Olympic medal winners, sports legends and Hollywood stars.
“Sports Illustrated’s parties have reached legendary status among those attending or following the Olympic Games,” said Tony Ponturo, Vice President of Global Media and Sports Marketing at Anheuser-Busch.” As the world unites next February in the spirit of competition, our goal is to make sure the ‘SI Party At Club Bud’ is one of the most talked about events at the Olympic Winter Games.”
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