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Maxim takes over a Los Angeles motel for one night Aug. 10, changing everything from the bath towels to the outside sign to reflect its logo. The magazine will host a celebrity-studded party at the motel, broadcast live on the Internet (maximonline.com). Sponsors include Bacardi, Heineken USA's Amstel and Sega of America. Media partner is Yahoo!.

Walt Disney Co.'s Buena Vista Home Entertainment inked a sponsorship deal with BusTV Advertising, Englewood Cliffs, N.J. The charter bus advertising company, formed last year, recently announced it will provide satellite TV to passengers on Coach USA bus fleets, billed as the nation's largest ground transportation provider of charter and commercial bus operations. The deal includes commercials reaching motor coach passengers via onboard TV, within satellite-delivered programming including movies, sports and events, launching this month. On its initial routes, BusTV is offering advertisers spots that audiences would see twice--while inbound and outbound--for a total monthly audience of at least 135,000.

Box Music Network recently launched "Summer Music Experience 2000," consisting of three individual monthlong sweepstakes. Each emphasizes unique music experiences with featured artists such as Busta Rhymes, L'il Kim, Matchbox 20 and Vitamin C. Prizes in the sweepstakes include expenses-paid trips to meet the artists, as well as autographed CDs and $25,000 in Electronic Gift Cards from co-sponsor Musicland's Sam Goody, exclusive music retailer for the promotion. Cable affiliates are supporting the promotion with TV spots and will separately receive Sam Goody Electronic Gift Cards. Box Music Network viewers will automatically be entered into the sweepstakes whenever they request to see a video on the cable channel, either online or by telephone. Consumers also can enter through Musicland-owned stores nationwide.

NetRadio Corp. signed on as sponsor of singer Don Henley's 28-city Inside Job tour this summer. The linkup includes creation of an online music channel at NetRadio.com programmed by Mr. Henley with exclusive interviews and sweepstakes to win concert tickets. NetRadio will be featured on tickets, on signage at concerts, and in local and national music magazine ads created in-house.

The Source will sponsor the Bulldog Urban Biking Squad, billed as the country's first "urban" BMX bike company and racing/freestyle team. The Source/Bulldog Urban Biking Squad will compete in both American Bicycle Association and National Bicycle League races. The squad also will complete a nine-city tour, participating in competitions such as the X Games Qualifier, Gravity Games Qualifier, DK Jump Circuit and GT King of Dirt. At each event, the music magazine will have on hand The Source/Bulldog custom promotional vehicle to entertain the crowd with music and offer goody bags with samples including CDs, magazines, decals and apparel giveaways.

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