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KitchenAid Appliances is serving as a sponsor of the U.S. pastry team and also the World Pastry Cup in Lyon, France, this month. KitchenAid will demonstrate countertop appliances at the event and market its new line of upscale pots and pans.

Northwest Airlines tapped Sprint Corp. as its telecommunications partner, replacing MCI WorldCom. Consumers can get 16,500 WorldPerks frequent flier miles for using Sprint's complete portfolio of services, including long distance, Internet service and nationwide paging. The agreement is expected to be broadened to include wireless services through Sprint PCS.

Wells Lamont Sports & Specialties signed on as an official sponsor of the 1999 World Alpine Ski Championships, Jan. 30 through Feb. 14 in Vail, Colo. Wells Lamont will highlight Hotfingers winter sports gloves.

Microsoft Corp.'s MSN Chicago Sidewalk inked a yearlong deal with the Chicago Sport & Social Club to become the organization's exclusive online information provider. MSN Sidewalk will promote CSSC's sport leagues, special events, national tournaments and trips on its site ( CSSC will

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