Deal Flow 9-16-2009

Discount Tire Co. is moving its NASCAR sponsorship next year to Penske Racing, agreeing to sponsor Brad Keselowski in the 2010 NASCAR Nationwide Series and become an associate sponsor of Penske’s NASCAR Nextel Cup and IndyCar series teams.

Kia Motors, which is already the official automobile of the WNBA, has decided to sponsor four of the league's season-ending awards.

Rolex will serve as presenting sponsor of the LPGA’s season-ending event in Houston.

Sydney's Metro Theatre has signed a two-year sponsorship deal with Virgin Mobile.

Apparel brand, Silver Star, has signed Lyoto "The Dragon" Machida for sponsorship of his upcoming UFC 104 fight.

DJ Tiesto and Heineken are partnering on a seven date, three city U.S. Tour to support the launch of his new album, Kaleidoscope.