Last month, Continental Airlines agreed to a 12-year, $29M
deal with NJSEA for naming rights to Brendan Byrne Arena, and the
airline has since put its logo on the Meadowlands floor for Nets
games. But the ad won't be present for the Final Four this
spring, as the NCAA puts down its own floor and bans all in-arena
advertising, according to the N.Y. DAILY NEWS. NJSEA officials
want to have the arena recognized during the Final Four as the
"Continental Airlines Arena," but the DAILY NEWS notes CBS and
the NCAA must cooperate first. CBS Sports VP Len DeLuca said the
network will protect its other airline advertisers and noted CBS
announcers in past NCAA telecasts referred to the arena as "the
Meadowlands," instead of Brendan Byrne arena. NCAA Tournament
Dir Bill Hancock said they would have to discuss the issue with
CBS (N.Y. DAILY NEWS, 2/11).
MORE NCAA: As part of a marketing campaign spearheaded by 7-
Eleven and Pepsi to promote the tournament, 7-Eleven is offering
32-oz. plastic Big Gulp cups commemorating three of the most
noteworthy NCAA Championships. Pepsi-Cola displays at 7-Eleven
outlets will also offer patrons the opportunity to obtain March
Madness T-shirts (INSIDE MEDIA, 2/7 issue).