NFL's Players Inc. tries motorsports

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Players Inc., Washington, the marketing and licensing arm of the National Football League Players Association, signed a multifaceted sponsorship deal linking the Players brand to all of the racing properties associated with Petty Enterprises. The Players name and logo will appear on three Petty racing cars and will also be integrated into other Petty business units, including the Richard Petty Driving Experience driving schools. Plans for 1998 call for special paint schemes on race vehicles that in turn will be licensed to Mattel's Hot Wheels to create collectible toy cars. Players Inc. will also work with other Petty sponsors in marketing programs.

Copyright November 1997, Crain Communications Inc.

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