Sainsbury's has been named as title sponsor of three major British Athletics events this summer.
Waning popularity also led to title sponsor DLF pulling out of the league in August.
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Without a title sponsor, Texas had been promoting next month's race as the Texas 500.
Mercedes-Benz has committed to being the title sponsor of the event at least through the year 2013.
In order to do this, it was critical that the bowl partner with a reputable title sponsor.
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And Microsoft, a title sponsor of the event, actively connected with its community with exclusive videos and coverage.
"We are now very close to a title sponsor and a second driver, " Adrian Campos told BBC Sport.
While DIRECTV is the title sponsor of the game, other sponsors are involved in hosting the DIRECTV Celebrity Beach Bowl.
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Chevrolet, concluded its record year (selling nearly 4.8 million vehicles), by signing a three-year deal to serve as the title sponsor.
The event previously had Samsung Mobile as a title sponsor since 2002, but the company didn't renew its contract after last April's race.
Chick-fil-A became a title sponsor of the Peach Bowl in December 1996 and overtook the bowl in 2005, re-naming it the Chick-fil-A Bowl.
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The British tycoon signed a three-year title sponsor deal with the rookie team last December, which saw Sheffield-based Manor Motorsport rebranded as Virgin Racing.
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The Philips Van Heusen brand is in its second year as title sponsor for IndyCar, whose signature event, the Indianapolis 500, runs this weekend.
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The tournament went without a title sponsor in 2009 and some feared might be in danger of ending its historic run thereafter without a new sponsor.
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Investment firm Aberdeen Asset Management has been unveiled as the new title sponsor of the Scottish Open golf championship at Castle Stuart Golf Links, near Inverness.
They have a culture of giving back, and they saw what we are doing in Vegas and were the title sponsor of our annual fundraiser at Wynn.
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Other partners include Equinox, Vita Coco and the Brooklyn Nets, and RBC has paid an undisclosed sum to be the title sponsor for the next three years.
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He thinks he took a big step toward that goal this month with the announcement of Reebok as the title sponsor for the race series in a multi-year partnership.
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Nike was the title sponsor for the yearly event that ran from July 30 to August 7 and which featured not just surfing, but skateboarding, BMX competitions and music concerts.
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The course earned rave reviews when the event was last played there in 2004 and mobile phone company 3 is expected to be named soon as the new title sponsor.
Qantas had also been a longstanding title sponsor to the Australian Grand Prix before being replaced by Rolex this season, though trackside advertising for the airline was still visible in Melbourne.
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Its other sports sponsorships include being title sponsor of sailing series, the Alpari World Match Racing Tour, and being a sponsor of the famous Madison Square Garden arena in New York.
Since Bernard came on board, INDYCAR has signed on 14 new partners, including Verizon, Sunoco, Starwood Resorts, Philips, Mazda, AVIS, and its title sponsor IZOD, a Philips Van Heusen clothing brand.
Alonso, who added that he still counts his tainted victory in Singapore as a win, insists it is back to business as normal at Renault, who will now run without the support of their title sponsor, the Dutch bank ING, which has withdrawn its backing with immediate effect.
The CSL, a collection of 15 squads in cities from Shenyang to Shenzhen, went the entire 2005 season without a title sponsor, thanks to dead-end deals with Philip Morris, PepsiCo and Siemens, which rescinded its support after the first season of a multiyear deal because of on-field corruption.
For its coming event, Dove has signed on as the convention's title sponsor and the brand will announce a new marketing campaign called Let's Make Girls Unstoppable, which it hopes the attendees will blog and tweet about, says Rob Candelino, vice president of marketing for Unilever Skincare, which owns Dove.
In total, there are 11 major sponsors for the World Football Challenge, including title-sponsor Herbalife.
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Meanwhile, on a visit to the American headquarters of team sponsor Mobil, Hamilton concedes the new raft of regulations for 2009 could affect his title defence.
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