• Advertising Age, Friday, December 5, 2008 9:30 AM

Steven Van Zandt has been a busy guy. The rocker, actor and radio host just struck a new deal with IMG, the global sports and entertainment company. The exclusive worldwide marketing pact is expected to include everything from endorsements and integrated radio deals to philanthropy for his music education foundation. It will be Van Zandt's first experience as an ad pitchman.

Among possible endorsement partners are sponsors of his radio show, which include Dunkin' Donuts, Pepsi, AT&T, Rolling Rock, Budweiser and Hard Rock Café. But first on Van Zandt's 2009 agenda is bringing rock 'n' roll back to TV. He is currently courting sponsors to help back a TV pilot.

Van Zandt is best known as the lead guitarist in Bruce Springsteen & The E Street Band. He also played the roe of Silvio Dante, the smooth-talking mob henchman in HBO's "The Sopranos."

Read the whole story at Advertising Age »