Beck's in ESPN/ABC Sports deal

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Beck's North America, Stamford, Conn., signed a $10 million-plus integrated marketing deal with ESPN/ABC Sports. The ads, primarily for the beer-marketer's flagship Beck's brand, will debut in first quarter 2000 on ESPN programming--including its signature "SportsCenter" show--ABC, ESPN Radio, ESPN Classic, ESPN Regional Television, ESPNEWS, espn.com and in ESPN the Magazine. Creative Media, New York, brokered the deal for Beck's. It's the first marketing deal announced by ESPN/ABC Sports since Ed Erhardt came on board last month as president, ESPN/ABC Sports advertising sales and customer marketing.

Copyright November 1999, Crain Communications Inc.

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