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ABC TO SELL TITLE SPONSORSHIPS AS PART OF BOWL DEAL
Published July 26, 1996
In addition to televising all four Alliance bowls, ABC has acquired to right to sell the title sponsorships for the games, according to INSIDE MEDIA's Langdon Brockinton. ABC also has the right to sell an overall title sponsorship to identify the new bowl configuration. Currently, FedEx, Frito-Lay (Tostitos) and Nokia are the title sponsors of the Orange, Fiesta and Sugar bowls, respectively. The Rose Bowl has no such sponsor (INSIDE MEDIA, 7/25). The L.A. TIMES' Jim Hodges writes ABC will not have the right to designate a title sponsor for the Rose Bowl. Hodges: "The game may become the 'Rose Bowl, presented by a snack food company,' but there will be no potato chip painted on the field for the game" (L.A. TIMES, 7/24). In DC. Mark Asher reports Alliance bowl payments are expected to hit nearly $12M per team, before ticket revenues and local sponsorships, which could be another $2.5M (WASHINGTON POST, 7/25). Tournament of Roses Head Harriman Cronk says ABC promised each of the four Alliance bowls $18.5M a year -- not including ticket sales and concessions (Hubler & Goldman, L.A. TIMES, 7/25). BIG WIN FOR THE MOUSE: In L.A., Larry Stewart writes, "CBS never had a chance because ABC had the trump cards -- the Rose Bowl and the money." One ABC exec: "The Lakers will spend $120 million over seven years for one player [Shaquille O'Neal], with no guaranteed championships. We're guaranteed a championship every year" (L.A. TIMES, 7/24). In S.F., Bruce Adams notes ABC "is now holding a gun to the combined heads" of the Orange and Fiesta Bowls and predicts they will be on ABC by the end of '98 (S.F. EXAMINER, 7/24). COTTON BOWL WANTS IN: The prospect of a title game has raised hopes in Dallas that the Cotton Bowl could fill one of the four Alliance slots, according to the DALLAS MORNING NEWS. Bart Hubbach notes the Cotton's bid could depend on efforts by the Cotton Bowl Dome Foundation to revamp the facility into the proposed "Cotton Dome." The group is expected to begin marketing suites, PSLs and sponsorships in August (DALLAS MORNING NEWS, 7/24). Cotton Bowl Exec Dir Rick Baker predicts the Gator and Citrus (with Disney's ownership of ABC) will also bid (L.A. TIMES, 7/24). OUTLOOK IN PASADENA: Harriman Cronk, Tournament of Roses Football Committee head, said despite an anticipated boost in TV revenues, he does not expect Pasadena or the committee to "benefit much" from a title game with most that money going to the conferences (L.A. TIMES, 7/25).