ABC is not only the exclusive broadcaster of the top four
bowl games every year from '99 through 2002, but the network also
has acquired the right to sell the title sponsorships of the
bowls that make up the new Bowl Alliance, according to INSIDE
MEDIA. Langdon Brockinton also notes ABC has secured the right
to sell a title sponsorship for the collective "four-bowl
extravaganza." The Rose Bowl currently does not have a title
sponsor, but Bowl officials say they would "consider" a
presenting sponsor for a TV broadcast. The current sponsors for
the Orange, Sugar and Fiesta Bowls are FedEx, Nokia and Frito-
Lay, respectively. Each of these deals expires after the '98
season, in conjunction with the "demise" of the current alliance
configuration. Assuming all of the bowls remain part of the new
alliance, these sponsors will renegotiate deals with ABC. Nokia
is interested if the Sugar Bowl stays in the alliance. Nokia
U.S. Marketing Dir Matt Wisk: "ABC is likely to come to us first
and offer it [title sponsorship] up before they go to others."
FedEx would like to re-up with a "similar" deal to its current
one, while Frito-Lay has yet to announce plans (INSIDE MEDIA,
8/14).
