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LIBERTY SPORTS TOUTS COTTON BOWL AS A "MAJOR COUP"
Published October 31, 1994
While CBS will carry the Mobil Cotton Bowl beginning in '96, "the actual rights agreement" is between Liberty Sports and the Cotton Bowl Athletic Association. Liberty secured CBS to broadcast the game. Ad time for the Cotton Bowl will be sold via Libery Sports Ad Sales (GOULD MEDIA'S TV SPORTS FILE, 10/28 issue). "Liberty feels the acquisition is a major coup and the first of many marquee sports rights deals it will make in the upcoming months," according to Liberty Sports Senior VP of Programming Dave Almstead. Liberty will pay CBS a "ballpark" average of $800,000 each year for the network airtime. CBS VP of Programming Len DeLuca said that the Cotton Bowl is Liberty's latest move in its quest to compete with ESPN to acquire rights to high-profile sports properties: "Liberty continues to establish itself as a very formidable competitor to ESPN" (Thomas Umstead, MULTICHANNEL NEWS, 10/31 issue).