Anheuser-Busch's Budweiser this month begins its first promotion as official beer sponsor of Major League Soccer. The promotion centers on league merchandise. A-B's deal also gives the brand sponsorship exclusivity for on-field outdoor, on-screen logos during televised games and commercial time. Waylon Co., St. Louis, coordinates.
Citizen Watch Co., official timer and official watch company of the U.S. Open for the past three years, expanded its sponsorship to include the U.S. Tennis Association. Citizen also becomes the first USTA Corporate Champion recognizing companies supporting the association's tennis promotion and education initiatives.
AT&T Corp., Health Net and Lucky Stores are backing the seventh annual Mariachi USA Festival June 22 and 23 in Los Angeles. More than 33,000 cross-cultural fans are expected.