SBD/3/Sponsorships Advertising Marketing

RUSSELL KEEPS HOME-TOWN AUBURN IN THE FOLD AS NIKE HOVERED

     Russell Corp. and Auburn Univ. have announced a $2.9M deal
that will keep the team and Coach Terry Bowden in Russell
uniforms past the year 2000.  The five-year deal makes Russell
the official supplier of all 19 men's and women's teams at
Auburn.  Russell is currently building a $30M licensed products
division in Columbus, GA.  Auburn has been with Russell since
'50, but the "relationship became strained last spring" when Nike
courted the athletic department.  At that time, critics said
Auburn "was snubbing a long tradition with Russell and possibly
hurting a home-grown company."  The deal is with the athletic
department, and previous contracts, such as Bowden's shoe deal
with Nike, are not affected.  The deal calls for Russell to
provide $350,000 in products each year and an additional $235,00
through "royalty guarantees, advertising commitments, and support
of academic enhancement programs" (Mark Rice, COLUMBUS LEDGER,
10/3).
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