Sponsorship roundup
By Adnews Staff
Pepsi-QTG Canada has signed an agreement making Diet Pepsi the title sponsor of an upcoming Canadian tour by rock band INXS. The agreement was negotiated by JetStar Entertainment Group of Toronto. The national sponsorship will include retail and online components as well as opportunities for consumers to meet the band. The 12-city Canadian tour will take place from May 7 to June 1. "We've partnered with a wildly popular and contemporary act, but one that has its roots in the '80s culture that many Diet Pepsi consumers remember so fondly," said Andrew Turner, president of JetStar. "The sponsorship agreement with INXS is a great fit with Diet Pepsi's Forever Young campaign and a perfect example of how we provide creative opportunities to leverage music and entertainment properties as a way of achieving brand objectives."