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Inside line

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Valvoline Co. this month melds auto racing and fishing by offering consumers a free Rattlin' Rapala fishing lure that sports the racing colors and signature of Nascar Winston Cup driver Mark Martin. The on-pack promotion supports Valvoline's SynPower Complete Fuel System Treatment. The promotion was handled in-house.

Operation Bass is partnering with its Wal-Mart FLW Tour and Visa USA for the "Visa $2 Million Challenge," giving fishing fans the chance to team up with professional anglers to win $1 million in a "fantasy fishing" promotion. For each of four upcoming bass fishing tournaments in the tour between now and Sept. 11, consumers can enter a sweepstakes allowing up to 175 entrants to be paired with a professional angler. Each member of the duo will win $1 million if a state record fish is caught during the tournament. Thirteen Operation Bass sponsors will offer additional prizes for each tournament, such as a $1,000 shopping spree on a Visa debit card. The promotion was handled in-house.

Hebrew National will award a vintage Silver Cloud Rolls-Royce as the grand prize in its "Buy the Franks Instant Win Game" sweepstakes. The effort, starting in May, backs the second year of national distribution for Hebrew National beef franks. More than 43,000 other prizes will be awarded in the summer sweepstakes, including Weber gas grills and coupons for free packages of franks. The promotion, handled by TLP, Wilton, Conn., will be backed by local radio spots, in-store materials and newspaper free-standing inserts.

PhoneFree.com entered a marketing partnership with Madison Square Garden, MSG Network, and the New York Knicks and Rangers to promote the free Internet phone service during sporting events at the facility. PhoneFree will distribute free T-shirts and computer mouse pads to game attendees, and the service will be promoted on site.

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