SBD/14/Collegiate Sports

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              The NCAA has formed "NCAA Football USA" to increase
         interest and awareness of college football. The organization
         will market and promote football on a national level by
         producing a marketing fund for research and education
         programs, merchandising, media and grass-roots initiatives. 
         National promotional programs include NCAA Football USA
         national TV programs; a PR and research element; a
         nationally-syndicated NCAA Football USA Radio Game of the
         Week; a traveling NCAA Football USA Fan Festival; on-campus
         interactive video game tours; PSAs and educational
         materials.  The organization will be the first phase in a
         four-phase "cooperative marketing effort" to promote college
         athletics under NCAA Sports USA.  The next phase includes
         basketball, women's sports and Olympic sports (NCAA).  USA
         TODAY's Michael Hiestand notes the program "finally gives
         college football an overall marketing scheme that's
         analogous to ones used by pro leagues" (USA TODAY, 2/14).

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