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Conde Nast Publications' Self magazine teams with Nike and L'Oreal for the Self Challenge, a three-month program promoted in its March, April and May issues, inviting readers to shape up by getting daily tips from a toll-free hotline (877-452-6633). One caller per day wins one of 31 prizes; all participants automatically get a $100 discount on a trip to Club Med, which is also providing a free week-long trip for two as the grand prize.

Tecate Beer (marketed by Labatt USA) sponsors the second annual Copa Tecate Soccer Tournament, which begins next month and is expected to exceed last year's total of 25,000 participants. Fifty-four separate leagues begin play in April, culminating in a championship in Dallas on July 21. Included is a sweepstakes to win an expenses-paid trip to the FIFA World Cup soccer championship. DVC Worldwide, Morristown, N.J., and Mundial Sports International, Boca Raton, Fla., handle.

Emap's FHM magazine launches its first grass-roots marketing effort in March: the Comedy Lab College Sessions tour of a dozen college campuses. Sponsors include Unilever's Degree antiperspirant and Jensen Car Audio. Each stop includes entertainment from top comedians and activities for students.

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