Tecate Beer (marketed by Labatt USA) sponsors the second annual Copa Tecate Soccer Tournament, which begins next month and is expected to exceed last year's total of 25,000 participants. Fifty-four separate leagues begin play in April, culminating in a championship in Dallas on July 21. Included is a sweepstakes to win an expenses-paid trip to the FIFA World Cup soccer championship. DVC Worldwide, Morristown, N.J., and Mundial Sports International, Boca Raton, Fla., handle.
Emap's FHM magazine launches its first grass-roots marketing effort in March: the Comedy Lab College Sessions tour of a dozen college campuses. Sponsors include Unilever's Degree antiperspirant and Jensen Car Audio. Each stop includes entertainment from top comedians and activities for students.