SBD/6/Sponsorships Advertising Marketing

BORN ON THE BAYOU: FOOTBALL CLASSIC NETS SPONSORSHIP

     The Bayou Classic has signed a three-year, $3.6M sponsorship
deal with the State Farm Insurance Companies, according to Fred
Robinson in the New Orleans TIMES-PICAYUNE.  An announcement will
be made today, and the deal makes State Farm the first title
sponsor in the 22-year history of the annual game between
Southern and Grambling.  The schools will divide $1.2M for each
of the next three games.  NBC, which has televised the last five
games, is expected to announce a multi-year extension at the
press conference (New Orleans TIMES-PICAYUNE, 9/5).
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