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INSIDE LINE; WENDY'S BOOSTS INVOLVEMENT IN SKIING ACTIVITIES

Published on .

Wendy's International signed on as title sponsor of the World Downhill Tour Championships Feb. 21 to 23 in Deer Valley, Utah. Wendy's also expands its grass-roots Wendy's Ski Family Challenge to include 15 sites nationwide this year. GGP, Corte Madeira, Calif., coordinates.

Ford Motor Co. agreed to pay $40 million to put Ford's name on the Detroit Lions' proposed new 70,000-seat downtown football stadium; the carmaker also gets other marketing rights including a vehicle display area. Organizers seek an additional $10 million in sponsorship fees from other marketers before the deal is finalized.

MCI Communications Corp. teamed with Nascar this month, giving MCI a key marketing role with the stock car racing organization as well as becoming Nascar's official long-distance carrier. MCI will sponsor Nascar's timing and scoring system, special awards programs, and Nascar Online.

KFC Corp. launches a Kids Meal promotion in January themed around Fox Children's Network's "The Masked Rider." The promotion runs through March, offering toys with each Kids Meal purchase. Marketing Corp. of America, Westport, Conn., handles.

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