Confronted with nearly prohibitive network costs, the company began "The Stroh Circle of Sports" on cable television and independent stations. The program featured live events with reporting and analysis. For increased publicity opportunities, Stroh also turned to such sports as hockey—which had been overlooked by Anheuser and Miller—and sponsored broadcasts of National Hockey League games on the USA cable network. The company also sponsored the 1984 Dallas Grand Prix, an event considered an important boost for Stroh's international name recognition. "High Rollers", a contest for amateur bowlers, was also developed and sponsored by the company. Stroh's most popular non-sports promotion during this period was the "Schlitz Rocks America" concert series. It also sponsored NASCAR legend Mark Martin in the Winston Cup Series during the 1988 and 1989 seasons. Hall of Fame center Mario Lemieux signed a two-year deal with Stroh's on October 20, 1997, that allowed Lemieux to appear in print ads and in public appearances but allowed him to remain away from television ads. Lemieux's image was also featured on several Stroh's commemorative cans. Alcohol content/nutritional value See also List of defunct breweries in the United States References External links American companies established in 1850 Food and drink companies established in 1850 Defunct brewery companies of the United States Pabst Brewing Company History of Detroit Manufacturing companies based in Detroit Companies disestablished in 1999 Beer brewing companies based in Michigan