Ricky Martin focuses on Ford

Americans can't get enough of Ricky Martin.

Hot off his tour sponsorship deal with Pepsi, Martin has now signed a deal with Ford Motor Co. that will see the automobile maker become the official automotive sponsor for the 'Livin' La Vida Loca Fall Tour '99'.

In return for the sponsorship, Martin will appear in up to three live commercials to promote Ford's new Focus small car.

One of the three commercials will be in Spanish as well as English.

Says Jim O'Connor, President of the Ford Division of Ford Motor Company, "The Ford Focus is targeted at the youth market and Ricky Martin is clearly singing their song."

Ford is using rougly 60 live spots to promote the Focus, the 2000 model of which will introduced in North American in mid-October.

"Our 'Live TV' format for the Focus campaign gives us the ability to be unpredictable and respond to the excitement of the moment. You can't ask for much more excitement than Ricky Martin," added Jan Klug, Ford marketing communications manager.

Martin's 'Livin' La Vida Loca Fall Tour '99' kicks off October 20 in Miami and winds its way through 24 cities. The Focus will be on display at most of the tour's venues.