Sports Sponsorships

NEW YORK — Tecate and Tecate Light on Wednesday announced the launch of their national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football. The brand equity will place bilingual thematic POS materials with the slogan "A Man Knows How to Choose His Team," cross-merchandise and consumer promotions at off-premise locations across the country between Jan. 1 and Feb. 15, 2013.

ST. LOUIS — Budweiser will introduce the latest addition to its line of beers later this month, the company said Tuesday.

The brewing company announced plans to unveil Budweiser Black Crown on Jan. 21, based on 12 recipes, six beers brewed for national sampling and 25,000 opinions from the company's "Project 12" competition. The company plans to broadcast the first 30-second television advertisement during Super Bowl XLVII on Feb. 3.

ENGLEWOOD CLIFFS, N.J. — For the first time since its U.S. launch in 2002, Unilever’s Axe brand will air a television commercial during Super Bowl XLVII.

The spot is entitled “Lifeguard,” and includes a twist at the end that aligns with a larger creative campaign scheduled for a January 2013 launch, the company stated.

PARSIPPANY, N.J. — The consumer health division of GlaxoSmithKline has enlisted an Olympic gold medalist to educate the public about cold sores and promote its OTC cold sore treatment.

BAGSVÆRD, Denmark — Drug maker Novo Nordisk is creating what it calls the world's first all-diabetes professional cycling team, the company said.

The Danish pharmaceutical manufacturer announced plans to create Team Novo Nordisk, a global team with more than 100 cyclists, triathletes and runners, all of whom have diabetes.

SUNBURY, Pa. — Weis Markets on Wednesday announced it will donate $22,000 to the Penn State Hershey Center for the Protection of Children, established in 2011 to help prevent child abuse, improve reporting of suspected abuse and provide comprehensive care to children who have experienced abuse.

Under the “Touchdowns for Children” campaign, every Nittany Lion touchdown earned $500 from Weis for the duration of the regular 2012 season. Proceeds will go towards funding targeted research, treatment and education at the center.

HAZELTON, Pa. — Troy Healthcare on Monday announced that Ron Jaworski, former Philadelphia Eagles quarterback and current “ESPN Football” analyst, has signed on to become a national spokesman for its Stopain line of topical analgesics.

DAYTONA BEACH, Fl. — NASCAR will honor Mars this year with the annual Marketing Achievement Award at the NASCAR NMPA Myers Brothers Awards, at Encore at Wynn Las Vegas on Thursday, Nov. 29. Mars and NASCAR represent one of the longest-standing partnerships within the sport with their 23-year relationship.

Spanning multiple activations, Mars has directly engaged race fans, customers and associates through an integrated marketing strategy, including intellectual property, promotions, public relations, B2B, online, broadcast, event marketing and retail.