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Marketers have returned in full force to activate various sponsorships around National Hockey League (NHL) events, dangling sweepstakes prizes and other perks to keep loyal fans buzzing.

JetBlue Airways has signed on youth marketing firm Mr. Youth to handle a variety of promotional activities for the low-cost carrier to help build brand awareness among consumers.

Toyota Motor Sales USA, Inc. is maximizing its partnership with the National Basketball Association through the launch of the league's 2006 Finals Trophy Tour to five military bases in the U.S. heartland.

Visa is bringing its "Life Takes Recycling" TV spot to the streets of New York City next week to drive home a message that checkbooks are becoming obsolete.

Wal-Mart will host "Fresh Start for Spring" events this weekend in 1,000 stores with six sponsoring brands: Weight Watchers, Suave, Nature Made, Mott's, Sunkist and WD-40.

McDonald's CMO was in New York City yesterday, dressed in running pants and T-shirt, spreading the message that the company plans to do a better job telling its story—that it offers choices for consumers, not just burgers and fries.

Melitta USA is bringing a taste of Europe to Philadelphia for the next six weeks, and may tour a slate of U.S. cities in 2007.

Maker's Mark bourbon whiskey has launched its first major marketing campaign in the U.K. to bring attention to the brand and drive consumers to bars that carry the hand-made Kentucky straight bourbon.

Wal-Mart Stores and pedometer maker Sportline step off tomorrow with a 14-week tour of 12 Americans walking from New York to California.

GSN, the network for games, is on the hunt for LINGO contestants and is rolling out the effort with a five-market search.