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SBD/6/Sponsorships Advertising Marketing
HOOTERS, HULA BOWL TO JOIN IN A FIVE-YEAR DANCE
Published January 6, 1995
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).