Word: beerful
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...first glance the scene could be from any one of several generations of London rock gigs: a flurry of plastic beer tumblers flying through the air as the band strikes up its biggest hit and the lead singer dives onto the uplifted hands of the bouncing Brixton Academy crowd. But closer inspection pinpoints the scene as part of a surging - and financially secure - live pop-music scene in 2006. What are the clues? First, the sign above the door says Brixton Carling Academy, incorporating the name of the biggest-selling beer in Britain and main sponsors of the 77-year...
Some corporations are naturally attracted to music audiences, and are willing to pony up the serious money needed to stage large events and draw big-name acts. For mobile-phone firms like Virgin and O2, it's a branding exercise in front of a natural consumer base. And for beer companies too, it's not just about selling suds to fans. Heineken backs Spain's FIB as well as the Oxegen Festival in Ireland; in Germany Becks is sponsoring 15 summer events this year. "You directly want to link in to something with scale, and yes, there is a cool...
...FESTS All 12 host cities are having nonstop parties, so soccer lovers can experience the Cup even without tickets to a match. Key ingredients: big screens and beer...
...second yellow-card foul. The U.S. crowd, some 10,000 of whom filled one corner of the arena, let loose with that classic "Bullshit, Bullshit" chant and began flinging plastic cups, some of them half filled to get greater distance. (And that cost money, by the way. All beer cups here are returnable for a one euro deposit - these are the green World Cup games...
...from Fort Collins, Colo., who has been often a finalist but never a winner. But in 2005 a kid gunslinger hit town: Tyler Hinman, 20, a student at Renssselaer Polytechnic Institute, who can do the Sunday Times puzzle in six to eight minutes. He also has a shrine to beer in his dorm room...