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Friday, 21 January, 2000, 10:46 GMT
Backstreet Boys sign burger deal

Backstreet Boys: Being backed by Burger King


Pop heart-throbs the Backstreet Boys have signed a sponsorship deal with fast food chain Burger King for an undisclosed sum.

The restaurant giant will back the group's autumn 2000 tour of the US, and will also issue a CD containing an advance single from the group's forthcoming Jive album along with previously unreleased live tracks.

A video with backstage footage of the boy band will also be sold exclusively at US branches of Burger King.


It is the first time the chain has backed a pop group
The promotions will be rolled out before the release of Jive, which is scheduled for October.

Burger King US marketing chief Richard Taylor said: "Since they are the number one group in the world, we are thrilled to bring the Backstreet Boys' music to our customers."

Since their 1995 debut single We've Got It Going On, the group - Nick Carter, Howie Dorough, Brian Littrell, AJ McLean and Kevin Richardson - have built up a devoted following worldwide, first in Europe, then at home in the US.

Their last album Millennium has sold more than 20 million copies worldwide and has been nominated for five Grammy awards.

Although corporate sponsorship of pop tours has become commonplace, it is the first time Burger King - part of the UK-owned Diageo group - has used a pop group as part of its marketing.

Tours by the Spice Girls and Michael Jackson have both been sponsored by Pepsi, while the Rolling Stones have been backed by Volkswagen.

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