B.A.S.S. landed Long John Silver's as a sponsor of most of the events held this year by the Montgomery, Ala.-based fishing tournament association. The seafood fast-feeder will back B.A.S.S. tournaments on-site and on TV, online and at the point of purchase in its restaurants nationwide. Winnercom, Tulsa, Okla., handles.
Maxim hosts "Pure Rush," featuring music and entertainment, in Tampa on Jan. 26, preceding Super Bowl XXXV Jan. 28. The magazine is hosting the event in conjunction with the HollyRod Foundation, a group that helps people with Parkinson's disease, and breast and ovarian cancer. Top sponsor is Allied Domecq Spirits USA's Sauza tequila; other sponsors include Balance Bar Co., Perry Ellis Portfolio, SoBe Beverages and Sony PlayStation. More than 2,000 people are expected for the $250-a-ticket event.
Quaker Oats Co.'s Gatorate energy bar has been named the "Official Energy Bar of the NBA," starting this month, alongside Gatorade's role as the National Basketball Association's official sports drink. Gatorade energy bar will have in-game presence and use the NBA logo in its own advertising and promotion. FCB Worldwide, Chicago, handles.