EVENTS & PROMOTIONS: INSIDE LINE: HANES BACKS SPECIAL GAMES FOR SUMMER '99

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Sara Lee Knit Products' Hanes will be official outfitter for the Special Olympics World Summer Games as part of its sponsorship of the 1999 event. The $2 million sponsorship includes outfitting 43,000 volunteers and athletes.

Blockbuster Entertainment and Dean Foods' Birds Eye frozen food brand have teamed up for a promotion called "Dinner & a Movie!" Consumers get one free Blockbuster video rental coupon by mail in exchange for two Birds Eye proofs-of-purchase. Local newspaper ads and supermarket point-of-purchase materials support, along with a national free-standing insert with a coupon that dropped Sept. 21. Weber-Leicht-Gohr & Associates, Milwaukee, coordinated the promotion.

Sega Entertainment has teamed with Hershey Chocolate USA, Compaq Computer Corp. and the March of Dimes for a fall promotion tie-in for Sega PC games. Hershey's offers a mail-in on-pack coupon to receive a sampler of four Sega PC games on 10 million candy packs. The March of Dimes offers free copies of Sega's Daytona USA Deluxe PC game for participants in its "Rebel With a Cause" charity motorcycle race this fall. Buyers of the Compaq Presario PC will also receive up to $50 in

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