赞助商可以要求歌手们穿上该公司的服装，甚至以公司的名字命名他们的歌曲。 一支名为Rascall Flatts的乡村音乐队与“美国生活”（彭尼百货旗下的公司）签订的赞助合同就包括了以上两条。

Sponsorship can lead to musicians wearing a company’s clothes and naming songs after it: Rascall Flatts, a country music band, has done both for American Living, a label carried by JCPenney.

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五年前，只有西班牙的一家服装零售商飒拉采用这种策略，但如今像彭尼公司, 萨克斯百货和梅西百货这样的公司也已开始采用这一订货方式了。

Five years ago only Zara, a Spanish clothes retailer, followed such a strategy, but firms such as J.C. Penney, Saks and Macy’s have since adopted it too.

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