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Lincoln Mercury Co. announced a three-year sponsorship deal with Cirque du Soleil, giving the Ford Motor Co. division presenting sponsor rights for the troupe's North American "Dralion" show starting this fall. Lincoln will receive in-logo presence plus on-site marketing opportunities for its new LS sedan. Wunderman Cato Johnson, Irvine, Calif., handles.

Dr Pepper/Seven Up's 7UP and Procter & Gamble Co.'s Pringles are teaming up for a summer promotion giving consumers a free 2-liter container of 7UP with the purchase of three 7-ounce canisters of Pringles. A national newspaper free-standing insert drops May 23; a smaller rural FSI also is planned. Separately this summer, 7UP is joining forces with Nokia, giving away 15,000 5100 series portable telephones through a sweepstakes.

Men's Journal debuts as a major sponsor of the 21st annual MountainFilm Festival in Telluride, Colo., May 28-31. The festival features a variety of adventure films and documentaries. Men's Journal will have on-site presence, along with its co-sponsor, BMW Motorcycles.

The Miami Herald is expanding its corporate event marketing business and hired Willie Cone, an executive with parent company Knight-Ridder, to the new post of general manager and executive producer of Herald Events.

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