Sears To Back Backstreet Boys

Sears, Roebuck and Co. will sponsor the Backstreet Boys' upcoming tour of the U.S. and Canada. "Sears Presents Backstreet Boys Into The Millennium" will launch Sept. 19 in Miami and visit 56 markets before wrapping Dec. 1. The outing will be behind the pop act's third album, "Millennium," due in North America tomorrow on Jive.

The retailer will utilize an as-yet-unreleased Backstreet Boys song in its new advertising campaign, which will target younger consumers. In addition, Sears will promote the alliance with the band by holding national and local sweepstakes that will allow fans the opportunity to win tickets to Backstreet Boys concerts. The retailer is also planning various discounts and promotional offers to coincide with the Boys' tour.