And it has sponsored promotions tied to the video releases of feature films.

"There isn't a viable business in town that doesn't have some promotion tied to the football team," said one local columnist, amusedly impressed with the city's entrepreneurial spirit.

Roddick began launching other promotions tied to social causes, with much public and media interest.

That promotion, tied to Kia's introduction of its Sedona minivan, resulted in the sale of an estimated 4,000 additional vehicles, he said.

And the company has created special promotions tied to the movie to keep the cars coming to Disneyland, which now has a "Lion King" parade.

There will also be promotions tied to the 2000 Coca-Cola 600 Nascar Winston Cup race.

Then starting in 1978, the events were staged to begin storewide promotions tied to a country or geographic region.

Some, like TV Guide, are offering special in-store promotions tied to a company's ads in a particular issue.

And the Oscars also precedes a big promotion tied to the next "Star Wars" film, she added.

Some companies, like Levi Strauss & Company and PepsiCo, are also sponsoring online promotions tied to their Super Bowl commercials.