is planning a promotion around its new C2 soda during the Nextel Cup race in Daytona on July 3. The cars will feature the brand's signature red and black and the drivers will wear C2 fire suits as well…In an extension of its sponsorship of ABC hit "Extreme Makeover: Home Edition," Sears, Roebuck & Co.
has inked an exclusive, multiyear pact with the show's host, home-design authority Ty Pennington
. The partnership includes advertising, product design and development, merchandising and community outreach… Discovery Communications
has become the global title sponsor of five-time Tour de France champion Lance Armstrong
's U.S. Postal Service cycling team. Armstrong will serve an on-air role across Discovery networks around the world…