SBD/29/Collegiate Sports

WILL HAGGAR BE A GOOD FIT FOR TITLE SPONSOR OF COTTON BOWL?

     Haggar Corp. has held "several discussions" with the Cotton
Bowl Athletic Association about becoming title sponsor for its
January 1 game, according to the DALLAS MORNING NEWS.  The CBAA
has been looking for a title sponsor since Mobil opted out last
March.  Frank Bracken, President and CEO of the Dallas-based
Haggar, said it is "premature" to discuss a deal, but that the
marketing possibilities with the game are "excellent."  Bracken:
"First, we are heavily into cotton products.  Second, we are
heavily into the Dallas community."  Haggar, designer and
manufacturer of men's apparel, has "directed much of its
marketing efforts" toward the NFL, but Bracken said the NCAA's
demographics are "very close."  The CBAA is looking for a three-
year title sponsorship deal for close to $6M.  Mobil gave the
CBAA $1M when they discontinued their deal last year.  The game
also receives $750,000 from the city of Dallas as part of a three
year deal, and receives around $1.4M annually in TV rights from
Liberty (DALLAS MORNING NEWS, 2/29).
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