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ABC TO SELL TITLE SPONSORSHIPS OF NEW BOWL ALLIANCE
Published August 15, 1996
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).