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Upscale Italian beer brand Peroni Nastro Azzurro is looking to break boundaries and challenge the traditional beer drinking market to capture the attention of stylish consumers at Mercedes-Benz Fashion Week. The beer which last year entered a two-year sponsorship of the event is the official beer of Fashion Week events in New York City Miami and Los Angeles.

Allstate Tailgates To Boost Local Ties

Allstate’s Field Goal Net program (think good hands logo catching field goals at college games) has doubled since 2005 to include 60 schools and 16 bowl games. This year the program grows again with the addition of the Allstate Good Hands Net Mobile Tour which kicked off September 8 and will make 12 stops at college football games across the country.

Canon’s Contests Connect Fans And Photographers

Canon announced in September that it will continue to be the official camera category sponsor of the NFL until 2010 making it the leagues longest-running sponsor. To give its new contract some juice the brand is expanding on two contests that give amateur shutterbugs a chance to shoot with the pros.

La Costeña will wrap up its La Costeña Feel The Heat Jalapeño Eating Challenge Tour with a big-league finale in Chicago on Sept. 16. The event held in conjunction with the 2007 Major League Eating circuit and the International Federation of Competitive Eating will have competitors on the MLE circuit which includes Nathan’s Famous Fourth of July International Hot Dog Eating Contest in Coney Island attempt to break the one-minute jalapeño eating record which currently stands at 16.

Alltel’s My Circle First And Ten sweepstakes gives one fan from each of 16 collegiate and professional football teams a shot at winning $100 000. One randomly chosen competitor gets to take the field along with his or her “ten” (the people they call for free based on Alltel’s signature cellular plan) to complete a pass ten yards at a time. Spiral the final pass into a giant Motorola RAZR and not only does the winner and pals get $100 000 but 20 000 more attendees get six months of free service plus a new phone for 99 cents.