Pay-per-view marketing specialist Spring Communications, Los Angeles, has formed a strategic venture with New York City-based The Erlick Group to develop sponsorship-friendly media events for TV and the Internet. 

The new venture will seek to develop music concerts and other special events conducive for such specific marketing needs as launching new products or repositioning old brands, according to Spring president John Jubey. "We'll design events to meet the sponsors' objectives," he said. 

Spring is looking for The Erlick Group to provide "a wealth of experience from the brand world and some incredible client relationships" to the venture, says Rubey. Erlick specializes in managing strategic corporate sponsorships, and has put together programs for American Express and MovieFone, Inc. and Visa USA and the League of American Theaters and Producers. 

Spring has developed multimedia marketing programs for clients such as Microsoft Corp., Best Buy, United Airlines, Subaru, and Gillette through sponsorships for pay-per-view music concerts, boxing matches, comedy shows, and rodeos, among others. The company handles 12 pay-per-view events last year and will do 18 in 1999, according to Rubey.