At halftime a sponsor such as Budweiser could cover the field with its logo.

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But in a marketing lineup already heavy with perennials such as Chrysler and Budweiser, Gildan is at least shaking things up.

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The company that will emerge will be gigantic--big enough to challenge Anheuser-Busch InBev, the maker of Budweiser--and will have enough wallop to crack open emerging markets such as China or Russia.

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