Mar 12, 2007 6:03 AM, PROMO Xtra

The Absolut Spirits Co. has named Amplify Sports and Entertainment as its the sponsorship agency of record

The deal includes work for the Absolut Vodka Cruzan Rum and Level Vodka brands for the management of numerous sponsorship partnerships.

AmpFirm.com will oversee and evaluate many of the high-level sponsorship programs for the brand by using its Sponsorship Amplifier tool, Amplify said.

The firm plans to evaluate Cruzan Rum's sponsorship of the 2007 Kenny Chesney Flip Flop Summer tour in the U.S. The agency will also work with Level Vodka on a series of "peer to peer" influencer events and assist the brand with measurement and enhancements of the direct-to-consumer initiative, the company said.

"As we continue to move our sponsorships and events forward in the evolving world of integrated marketing communications, we are sure we've chosen the right partner to help us evaluate and measure our programs," said Jeffrey Moran, the director of public relations, events, sponsorships and on-premise promotions at The Absolut Spirits Co.

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