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SBD/23/Sponsorships Advertising Marketing
BIG 12 INKS SPONSOR: WOULDN'T YOU LIKE TO BE A PEPPER, TOO?
Published April 23, 1996
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).