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SBD/2/Sponsorships Advertising Marketing
SUGAR BOWL GOES MOBILE -- IT'S NOW THE NOKIA SUGAR BOWL
Published February 2, 1995
Nokia, Europe's largest cellular telephone manufacturer and a major U.S. supplier, signed a "multi-million dollar" deal to become the title sponsor of the Sugar Bowl for the next three games. The December 31, 1995 game will feature the No. 4 and No. 6 ranked teams, but the January '97 Nokia Sugar Bowl could potentially host the national title game. The Sugar Bowl is the first major sponsorship deal for Nokia in the U.S. Nokia holds an option to extend the deal for games in 1999, 2000 and 2001. Nokia President Kari-Pekka Wilska: "The Sugar Bowl's tradition of staging national championship-caliber games and college football's broad appeal and national following provide an ideal forum to promote Nokia to American consumers." Dennis Swanson, President of ABC Sports which televises the Sugar Bowl: "We are pleased to be associated with a fast-growing, dynamic technology company like Nokia." In addition to the football game, other events held at the Sugar Bowl will carry the Nokia name, including college basketball and amateur tennis tournaments, the national invitational flag football championship, a road race, a sailing regatta, a youth soccer tournament and many social functions (Sugar Bowl/Nokia).