SBD/6/Sponsorships Advertising Marketing

HOOTERS, HULA BOWL TO JOIN IN A FIVE-YEAR DANCE

     Hooters Restaurants and the Hula Bowl have agreed to a five-
year sponsorship deal that will give the restaurant naming
rights, logo displays on and around the field, and patches
bearing the restaurant's name and Hula Bowl logo on players'
jerseys.  Hooters will have exclusive rights to restaurant
advertising during the final four years of the contract.
According to Alex Inman of Universal Marketing Associates, which
owns marketing rights to the Hula Bowl, the contract is worth "in
excess" of $1 million over the duration of the agreement (THE
DAILY).  Hula Bowl Exec Dir Marcia Cherner-Klompus says the
sponsor was chosen because it "could give us the best exposure
and publicity and promotion year-round."  The January 22 game
will be shown live on ESPN (Gordon Pang, HONOLULU STAR-BULLETIN,
1/5).          WOMEN PROTEST:  Women's rights activists in Hawaii
say that because the Hula Bowl draws funding from the Hawaii
State Department of Business, Economic Development and Tourism,
the title is inappropriate.  Jackie Young, the state's
affirmative action officer, says she will ask Governor Ben
Cayetano to reconsider funding for the game.  Young says Hooters
"continues to perpetuate the message of sexism in sports. ... You
definitely have to have a higher standard when you have public
money."  Pamela Ferguson-Brey, Exec Dir for the Hawaii Committee
on the Status of Women, also opposes the Hooters title.  Brey
says Hooters is "an organization that uses women's breasts to
advertise, that promotes the objectification of women."
Ferguson-Brey, who opposed the opening of a Hooters restaurant in
Honolulu that received state backing, will fight this move: "A
state that has a constitutional provision which prohibits sexual
discrimination should seriously consider whether or not it's
consistent with its state policy of promoting the equality of
women" (Gordon Pang, HONOLULU STAR-BULLETIN, 1/5).  STAR-BULLETIN
Columnist Bill Kwon writes that Hawaii should simply be happy
that somebody cares enough to sponsor the game.  Kwon: "It sure
beats being called the Poulin Weed-Eater Hula Bowl" (Bill Kwon,
HONOLULU STAR-BULLETIN, 1/5).
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