You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How Discounters Use Sports as Means to Connect With Customers While Target and Walmart Go Big on Auto-Racing Sponsorships, Kohl's Has Something for Soccer Fans and Kmart Favors Wrestling Buffs By Normandy Madden, Published on March 19, 2012 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.