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A sampling of news items in the event marketing field.

Major Events' Major Sports Marketing division, Chicago, syndicator of radio programs hosted by sports personalities John Madden and Bob Costas, last month formed a strategic partnership with Chicago-based Stern Hall Event Marketing to create promotions and events centering on the two broadcasters. The deal allows the two companies to jointly develop trade and consumer programs featuring in-market events and personal appearances by Messrs. Madden and Costas, with integrated support including local radio and point-of-purchase support.

Heineken USA recently broadened its involvement in tennis by signing as a sponsor of four tournaments on the 1995 Associated Tennis Professionals tour. They are the Newsweek Champions Cup, the Lipton Championships, the 1995 Legg Mason Tennis Classic and the Thriftway ATP Championship. Heineken will receive on-court recognition and will also be the official beer of each ATP tournament it sponsors. Heineken is already a primary sponsor of the U.S. Open tennis tournament, as well as other sports events.

Stroh Brewery Co. has hooked up with the bass fishing industry; its Old Milwaukee brand will sponsor 147 bass fishing tournaments this year as the official beer of Operation Bass Inc., a Gilbertsville, Ky., bass fishing organization. Old Milwaukee will also conduct a consumer sweepstakes later this year in conjunction with its sponsorship, offering various fishing boats and vehicles as prizes. Starting in May, details on the sponsorship and sweepstakes will appear wherever Old Milwaukee is sold. Flair Communications, Chicago, coordinated the sponsorship and promotion.

Miller Brewing Co. has taken over title sponsorship of the Dover (Del.) Downs International Speedway's June 4 Winston Cup Nascar race, which becomes the Miller Genuine Draft 500 through a multiyear sponsorship between the speedway and the brewer. Miller, whose sponsored driver Rusty Wallace will participate in the race, has been a Nascar sponsor since 1983 and serves as title sponsor of three other regional races. The sponsorship was handled in-house.

PowerBilt this month signed a five-year agreement to become title sponsor of the professional golf minitour previously known as the Hurricane Tour. Now called the PowerBilt Golf Tour, the sponsorship allows the golf club marketer to be involved in 50 golf events taking place this year throughout the Southeast, with prize money exceeding $1.5 million. The deal was handled in-house.

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