Jun 14, 2010 at 01:00 PM
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Corporate sponsors' cash sings to country music industry

Three years ago, The Clorox Co. took a gamble.

With Kingsford, its No. 1 charcoal brand, losing ground as gas grills began to dominate backyard barbecues, the Fortune 500 conglomerate searched for ways to lure consumers back to old-fashioned briquettes.

Wooed by a Nashville-based company, California-based Clorox ultimately decided to hitch both of its barbecue-related brands, Kingsford Charcoal and KC Barbecue Sauce, to multiplatinum-selling country artist Tim McGraw.