SBD/2/Collegiate Sports

COMPANIES LOOK AT THE COLLEGE GRIDIRON FOR MARKETING "TD"

     College football is "grabbing a growing piece of the
marketing action," according to Kate Fitzgerald of AD AGE.
Burger King, Gatorade, Dr Pepper and Texaco are backing
"significant" team and conference-oriented college football
promos this fall, and this week, Shoney's, will launch a "major
regional" football promo with the SEC.  The SEC is "said to be"
the "most aggressive" marketer of its football teams, as it now
counts 12 top marketing partners including Burger King, Dr
Pepper, Gatorade, General Mills, Hormel Foods, Shoney's and
Texaco (AD AGE, 9/30 issue).
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