BIG 12 INKS SPONSOR: WOULDN'T YOU LIKE TO BE A PEPPER, TOO?

     Dr Pepper/Cadbury of North America has signed a four-year
deal as the title sponsor of the Big 12 Conference championship
football game.  Big 12 Commissioner Steve Hatchell said the deal
was "significant -- worth seven figures woven into the deal with
ABC" -- but exact terms were not disclosed.  ABC is expected to
pay $4M annually for the rights to the game, which include Dr
Pepper's fee of at least $1M each year (Steve Richardson, DALLAS
MORNING NEWS, 4/23).  Phillips 66 has signed a two-year deal
worth between $500,000 and $750,000 annually to be the title
sponsor of the Big 12 men's basketball tournament.  Host
Communications has signed as marketing agent and will also handle
development of the conference's multi-state radio network.  The
Collegiate Licensing Company of Atlanta has signed to license Big
12 tournament merchandise such as t-shirts and jerseys (Steve
Richardson, DALLAS MORNING NEWS, 4/23).