SBD/14/Collegiate Sports

IT'S MARCH GLADNESS FOR NCAA SPONSORS

     For the first time, all 16 partners of NCAA sports "are
executing some sort of consumer promotion" tied to the basketball
tournament.  Sprint is running print ads in USA TODAY; Frito-
Lay's Doritos brand is running a contest on CBS' Prodigy and
World Wide Web sites; Gillette will stage a "$1 million three-
point challenge" contest in Seattle; Pizza Hut is offering a
guide to the tournament for $.50 with a pizza purchase; and
Pennzoil, General Mills, Coca-Cola and PepsiCo's All-Sport will
all have some promotions, either nationally or regionally in the
Northwest.  There is also a way for NCAA sponsors to get involved
on-site at the Final Four in Seattle through FanJam!, an
interactive theme park organized by the Nat'l Association of
Basketball Coaches.  In its third year, the event is not
connected with the NCAA in any way, but its corporate partners
have "exclusive involvement."  Foot Locker runs a retail outlet,
and Sprint sponsors a three-point shooting contest (AD AGE,
3/13).
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