Oct 5, 2006 6:00 AM, PROMO Xtra

GENERAL MILLS' YOPLAIT: brand signed a five-year deal to extend its sponsorship of the Susan G. Komen Breast Cancer Foundation through 2011. Yoplait continues as presenting sponsor of Komen's Race for the Cure events nationally. Yoplait has sponsored Komen since 1999; it's been national presenting sponsor of Race for the Cure since 2001. This year, Yoplait's eight-year-old Save Lids to Save Lives campaign uses local Komen chapters to channel some of Yoplait's donation to communities where lids were collected.

BEAM GLOBAL SPIRITS & WINE, INC.: has named The Licensing Co. of North America, as its leading brand-licensing agency of record. The strategy for the portfolio focuses on extending the brands' qualities into food and beverage categories and lifestyle and accessories products. The deal adds Jim Beam bourbon to The Licensing Co.'s roster of Beam Global brands including Sauza tequila, Courvoisier cognac, Canadian Club Canadian whisky and Maker's Mark bourbon. The agreement covers all countries with the exception of Australia and New Zealand, which will continue to be represented by Newman International. Previous work includes Sauza margarita mix, the Maker's Mark Bourbon House and Lounge, Courvoisier cigars, and an award-winning line of Sauza condiments.

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