• October 6, 2010

Several brands are getting behind the 46th annual Head of the Charles, a Boston event billed as the largest regatta in the world. Lincoln, Brooks Brothers, and Delta Airlines are sponsors of the Oct. 23 event, which will attract around 300,000 spectators.

Lincoln will be the Regatta's official automobile sponsor, with various car models on display at locations along the three-mile course. Brooks Brothers is outfitting all of the event's volunteers with sponsored jackets and is promoting the event at its Newbury St. location.

Brooks Brothers is also putting "Head of the Charles Regatta" stickers on thousands of Brooks Brothers catalogs that were sent to college campuses around the country. The apparel maker is designing a co-branded college line of clothing that is designed in the colors of such Boston colleges as BC, Harvard, BU, and Northeastern.

Delta Air Lines is the presenting sponsor of the Eliot Bridge Enclosure, a special VIP tent that is available to the public for $75 a day or $125 for the weekend.--Karl Greenberg