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LET'S TALK: SPORTS FORUM DISCUSSES COLLEGE FOOTBALL
Published October 8, 1996
The first annual College Sports Magazine Forum brought together "top marketing and media execs" from DirecTV, ESPN, GM's Oldsmobile, Gillette, Grey Advertising and Nike last month in New York, according to Jeff Jensen of AD AGE. Jensen notes "on one side" the likes of ESPN and GM believe universities need to create a "more efficient and reliable structure" to market their football properties, while "on the other side" marketers like Gillette and Nike, which have "made the best of the current system," think any change may lead to "over-commercialization." Jensen writes "ideally," marketers want to see a "single entity, offering one-stop shopping to all universities." They also want to see the sport "branded and packaged in a more marketable and effective fashion." As it is now, marketers "have to deal" with each university, or go through various entities representing a single conference. Marketers also "go to" Collegiate Licensing, which handles the logo licensing of most major schools (ADVERTISING AGE, 10/7 issue).