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BtoB

Sun, bicycle maker enter co-branding agreement

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Menlo Park, Calif.--In a bid to demonstrate the power of the networked manufacturer, Sun Microsystems has entered a co-branding agreement with Specialized Bicycles, Morgan Hill, Calif. Under the agreement, a ``designed by Sun'' logo will appear on all Specialized products and packaging. The 25-year-old bicycle manufacturer recently upgraded its network computing infrastructure and now uses Sun's Java technology to make its products available over the Internet. The Sun-Specialized co-branding deal, the first between Menlo Park, Calif.-based Sun and a consumer products company, also calls for Sun to sponsor the Specialized Mountain Bike team, which features Olympic gold medallist Bart Brentjens and world champion Shaun Palmer. Sun said the Specialized deal is an outgrowth of its successful ``We're the dot in .com'' business-to-business campaign, launched in 1998.
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