The second leg of Into the Millennium Tour, which was also the first North American leg, was sponsored by Sears and was officially titled “Sears Presents Backstreet Boys Into The Millennium”. The sponsorship was a part of Sears’ new integrated marketing campaign that exclusively featured the Backstreet Boys. The campaign included a 30-second advertisement, featuring the group, which was aired from August 1 to 15, 1999. The advertising promoted a back-to-school sweepstakes which gave each of five fans the chance to win a $2,000 Sears shopping spree with their favorite Backstreet Boys member, and a trip for four to the group’s concert on December 1, 1999 in Tampa, Florida.
Carter, who was a comic fan, met comic book writer Stan Lee through his manager from The Firm in February 2000. Carter subsequently told Lee about his original concept of a six-issue series of comic books featuring members of the Backstreet Boys as superheroes called “Cyber Crusaders”. Lee was interested in the concept; however, they ultimately decided to make it into only one issue. The comic book, titled Backstreet Project, was released in 2000 and was available for purchase at their concerts and online stores in 2000–2001. In addition to the book, a series of flash-based webisodes were also published in 2000.
In January 2000, the Backstreet Boys signed a deal with Burger King. The deal included an exclusive compilation set that was only available for sale at Burger King restaurants. The compilation consisted of three CDs featuring a new song called “It’s True” and live songs from the group’s previous tours, and a VHS tape featuring backstage footage and interviews. In August 2000, it was announced that the deal would also include three TV commercials featuring the Backstreet Boys, and a promotion, which was the inclusion of an exclusive Backstreet Project Cyber Crusader toy in each Burger King Big Kids Meal and Kids Meal.
In August 2012, it was revealed that the Backstreet Boys would be starring in an Old Navy commercial. The commercial featuring the group started airing on September 19, 2012. “It was a great way to show people that we’re back,” Richardson said regarding the commercial. The group also performed at an Old Navy event “Fit For Fall Fashion Show for All” in Bryant Park, New York on September 14, 2012.
On March 12, 2014, the group filmed a series of commercials for Swedish warehouse company NetOnNet in Sweden while the group was on tour in Europe. The commercials started airing in May 2014. For the purpose of these commercials, the group recorded a song called “Lager Than Life”, which is a remake of their song “Larger Than Life” with different instrumentation. The song was also released as a single on iTunes by the company in several countries.
- AJ McLean – vocals (1993–present)
- Howie Dorough – vocals (1993–present)
- Nick Carter – vocals (1993–present)
- Brian Littrell – vocals (1993–present)
- Kevin Richardson – vocals (1993–2006, 2008, 2010–present)