Background
On March 5, 1999, it was reported that Spears was planning her first headlining tour to support her first studio album, ...Baby One More Time (1999). Shortly after, she announced that the tour would start in July. On May 12, 1999, Tommy Hilfiger was announced as the main tour sponsor. During the time of the announcement, Spears was being featured in the "AllStars" campaign launched by the company. Hilfiger spoke about the sponsorship saying,
"My passion for music has always inspired my designs. This year we have really put music in the forefront of everything we do. Britney represents the spirit of Tommy Jeans and of youth today. I cannot think of a better way to continue this exciting year by sponsoring one of today's hottest, young recording artists".
The secondary sponsor was supposed to be Nestlé, but they pulled out soon after provocative photographs of Spears shot by David LaChapelle were published in Rolling Stone. Tour dates were released through Pollstar on April 9, 1999, with the tour kicking off on June 28, 1999 in Pompano Beach, Florida. Several dates were added and rescheduled, and the complete schedule was released two months later. On December 17, 1999, during the premiere of the music video of "From the Bottom of My Broken Heart" on TRL, Spears called the show to announce March US tour dates. The extension, entitled Crazy 2K Tour, was considered a prelude to her future world tour. The leg's main sponsor was Got Milk?. Media director Peter Gardiner explained, "Britney is magic with teen-age girls, and that's an absolutely crucial target for milk". Spears shot an advertising campaign to be shown before her performances began. The secondary sponsor was Polaroid and the corporation released the Polaroid I-Zone as the official camera of the tour. Spears also used the I-Zone onstage to take pictures of the audience and further promote the product.
Read more about this topic: ...Baby One More Time Tour
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