It's an unusually close alliance of advertiser and artist, although major corporations for several years have sponsored music groups on tours. Many advertisers have mined music catalogs and used classic songs to sell computers, cars and more. For the most part, those songs already had made their way onto the charts, and off, before being used to tug on consumers' purse strings. Microsoft launched its Windows 95 campaign with the Rolling Stones' "Start Me Up."

Recently, advertisers aren't waiting to grab a song until it drops off the charts. For example, Lenny Kravitz's single, "Fly Away," had barely-hit the airwaveswhen Nissan tapped it as the theme song for its sport-utility vehicle, Xterra.

Sting and his sponsor, Compaq, are taking it to another octave. Sting's single and the album will be released at the same time Compaq will launch its own advertising and branding campaign featuring Sting's single.

Additionally, Sting's Web site is linked directly to Compaq, with the URL address:Sting.Compaq.com. Sting's CD cover also features Compaq. And Sting may end up appearing in Compaq television commercials. The sponsorship goes through December 2000, and includes Sting's 40 tour appearances in North America and 40 more around the world. Additionally, Compaq plans "consumer and trade advertising showcasing how Compaq technology affects Sting's professional and personal life."

Doug Wheeler, Compaq's vice-president of corporate marketing, said the company, with the recent naming of its new chief executive, Michael Capellas, has been looking for new ways to deliver Compaq's message. He said Sting "maps directly to ourbrand values as a company. He's gutsy. He's confident. He has been in the market for a long time.''

Compaq approached Sting in November as the musician was putting down his notes and penning his Iyrics for his new album. Wheeler said he learned of the title track and knew, "That's just incredibly perfect." It appears to be for Sting, too.

Sting's manager, Miles Copeland, said the musician can benefit from all the air time he gets, whether on television in a commercial or on radio stations. Copeland said Sting may not get played as frequently on radio stations these days because he isn't a young artist, and that the deal with the Compaq campaign will boost his profile.

"Like anything, this is a very competitive world. Radio is very restrictive. TV is very expensive. If you're really being clever, you want to create the biggest profile. Every bit helps," Copeland said. "We'll get more advertising, more TV."

With Compaq's sponsorship valued at about $20 million, Copeland adds, "We need those advertisingdollars. We look upon this as mutually beneficial." Copeland said Sting has had corporate sponsors previously, including on his last tour, "Mercury Falling." He also noted that car companies have approached Sting for some time.

In fact Sting's song, `Englishman in New York,' was used in Range Rover commercials. But, he added, Sting won't get behind just any product. Recently Sting sued a Mexican company that used "Every breath you take" in an endorsement for a cigarette without the singer's permission. "The art of it is using the extra advertising dollars without it having a negative effect on the artist," Copeland said.