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Kraft readies big cheese promo for summer

Published on .

Kraft Foods on Memorial Day kicks off a huge summer promotion for its cheese brands, said Betsy Holden, exec VP-general manager, cheese division, including recipes, in-store sampling, in-store coolers, a call-in sweepstakes and national and co-op advertising.

Reebok International has inked an unprecedented eight-year $60 million licensing/sponsorship deal with the Argentine Football Association, the organizing body for Argentina's national soccer team. The deal takes effect in 1999. The agreement--which marks a significant win for Reebok as global rivalry heats up among the athletic footwear/apparel powers--was brokered by Muller Sports Group, whose president, Roberto Muller, is a former Reebok executive.

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