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    7-Eleven Launches New Slurpee

    Company teams with the Brooklyn Cyclones in an initiative that marks a historic proprietary partnership.

    BROOKLYN, N.Y. -- Baseball and Slupree are two words 7-Eleven is hoping to make synonymous, when it unveils the Brooklyn Cyclones Slurpee drink.

    Named for the famous borough's minor league baseball team, the newest member of the Slurpee family is a mix of Mountain Dew Blue Shock with Berry Citrus flavor. Fans get a double-hitter as the drink comes with a limited-edition collectible 32-ounce cup, adorned with an image of a Cyclones player, and the team's 2008 game schedule.

    "The campaign began in February of this year and is just now getting off the ground and will be a focus in August and September at our 7-Eleven stores in Brooklyn, Staten Island, the Bronx, Manhattan and Queens," 7-Eleven spokeswoman Bonnie Grube told CSNews Online. "The goal of the campaign is to establish a working business relationship between the Brooklyn Cyclones and 7-Eleven Inc., mutually benefiting both companies since we have the same customer demographics."

    While 7-Eleven has worked with sports team in the past, this marks the first time that the company has tailored its proprietary beverage to a sports team.

    "On a national level 7-Eleven Inc has been involved in several years of sports marketing programs with such teams as the New York Yankees, Boston Red Sox and the Philadelphia Phillies to name a few in our division," spokesman for the Brooklyn Cyclones, Sal Cangelosi told CSNews Online. "This joint venture with the Brooklyn Cyclones is the kind of regional partnerships that 7-Eleven Inc. has in many areas in the country, which is an example of grassroots efforts that have developed and harvested."

    The drink will officially make its debut today at the 7-Eleven store located on 20th Avenue between 64th and 65th Street in Brooklyn, and will feature Cyclones players and mascots, in addition to contests, prizes
    and giveaways, explained Grube. The first 100 people to purchase a Brooklyn Cyclones Slurpee beverage will win two free tickets to see the Cyclones play ball at KeySpan Park in Coney Island.

    "We are thrilled to be teaming up with 7-Eleven," Cyclones general manager Steve Cohen, said in a released statement. "The Cyclones and 7-Eleven are both neighborhood institutions, and this partnership gives us the chance to combine our efforts, and extend our reach throughout the Brooklyn community. It also gives fans a cool new way to enjoy the summer's best drink, while rooting for their favorite team."

    When asked if more partnerships with sports team will be on tap in the future, Grube told CSNews Online: "No, since the New York metro area is a growth area we felt a natural connection with local sports teams," she continued. "We have opened 15 new stores in the last two years in this specific location and it just a natural tie-in to support new store growth with regional opportunities."

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