Big Names Sign up as '05 Grammy Sponsors

7 UP, Heineken, Cadillac, Verizon, People, Hilton Hotels Corp. and Continental Airlines have signed on as sponsorship partners for the 47th Annual Grammy Awards.

7 UP's Michael McDonald Grammy can

First-time sponsors are: Cadillac, the official vehicle; Verizon, the official telecommunications provider; and People, the official magazine. Longtime partners Hilton and Continental Airlines remain, respectively, the show's official hotel and airline. 7 UP returns for a fifth year as the official soft drink, and Heineken is the official beer and malt beverage for a second year.

7 UP began its big Grammy promotion in October with the launch of the 7 UP Grammy Musician Cans. More than 100 million cans in-store nationwide include a unique custom-designed Grammy logo by Grammy-nominated and winning artists.

Heineken will offer its consumers a "Heineken All Access" experience to include an online Grammy experience, behind-the-scenes access, and entry to the Heineken Lounge at the official 2005 Grammy Celebration after party. Heineken also changed the traditional red carpet to "Heineken Green."

Cadillac will provide a fleet of more than 100 customized, Grammy Escalades to transport talent to the awards telecast and other Grammy Week events, as well as present Cadillac vehicle showcases at select events. This limited-edition fleet of Escalades will be sold after the awards at local Cadillac dealers in the Los Angeles area.

Verizon has decided to showcase its DSL Broadband Service and feature Grammy photos, video, trivia and a chance to go to the Grammy Awards on Verizon.net, which will be accessible exclusively to Verizon's DSL subscribers. Verizon has dedicated a national TV, radio and print campaign in support of the consumer DSL campaign and their Grammy promotion.

The Grammys take place Feb. 13 at the Staples Center in Los Angeles, and will be broadcast live on CBS.