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Pac-10 Properties, Walnut Creek, Calif., this month unveils sponsorship plans for the 1998 athletic season, including new partnerships with Atlantic Richfield Co. and Wells Fargo Bank. The conference's multiyear deal with Arco involves its 10 member universities in localized, integrated promotions at am/pm minimarts this winter.

Magazine Publishers of America on Jan. 28 in New York holds its first Event Marketing Conference for Magazine Executives. The program will focus on how to build brand awareness, client relationships and profits through event/media partnerships. Steve Burzon Marketing/Event Media Partners, Stamford, Conn., handles.

Food Network on Jan. 18 launches its second Cooking Across America Chefs of TV tour, sponsored by Whirlpool Corp.'s KitchenAid, Borden Foods Co.'s ReaLemon, Brown-Forman Corp.'s Korbel and Nabisco Food Group's Fleischmann's. The effort, running through yearend, is backed by a national newspaper free-standing insert running later this year.

Ford Motor Co. inked a deal to become the official truck of Nascar starting this year. Ford will leverage the sponsorship to support its Ford F-series trucks. The company also will tie into Nascar's 50th anniversary programs in 1998.

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