International Hockey League introduced a new sponsorship called the Rogaine Hair-Raising Finish. The sponsorship for Pharmacia & Upjohn's product is tied to whenever games require a tie-breaking shoot-out.
Guinness Import Co., via Festival Marketing Inc., New York, will sponsor the first Guinness Fleadh to be held in the U.S. The Irish music event is slated for June 14 and 15 on New York City's Randalls Island.
Sprint Corp. repeats as a sponsor of the second annual Daytona Beach Blowout, set for today to March 28. Targeting thousands of college students, the event promotes the Sprint Sense calling plan with live music, interactive games and contests. Collegiate Advantage, Boston, coordinates.