CENTURY 21 BUCKLES UP WITH NHRA DRIVER

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Century 21 Real Estate Corp. entered its first-ever sports marketing sponsorship, a tie-in with the National Hot Rod Association's Pro-Stock driver Tom Martino. Included is Century 21's "Drive It Home" national shopping mall tour promotion in conjunction with the National Easter Seals Society, allowing consumers in 21 markets who donate to the cause a chance to win a sports car in a sweepstakes. The promotion starts next month, following the NHRA race route where the Century 21 car will be featured in local malls one week before each race. The promotion was handled in-house.

Wendy's International next month launches a promotion targeting children and linking with Saban Entertainment's "Bobby's World," airing on Fox Family Channel. Five free toy premiums will be available in kids meals from Feb. 8 through March 21. Bates USA, New York, is Wendy's agency.

Lifetime inked a deal with the FIFA Women's World Cup Organizing Committee to become an official sponsor of the third annual women's world soccer championships. The cable network will air vignettes about players, starting in June. It will receive worldwide category exclusivity, on-site recognition and

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