ABC has begun "seeking major sponsors for what it is
billing as the College Football Championship Series," to
begin airing following the fall '98 season, according to
Langdon Brockinton of MEDIAWEEK. Initial asking prices for
some sponsorships "are said to exceed" $10M a year. A new
Bowl Alliance system will go into effect following the '98
season, and ABC has exclusive rights to the top four bowl
games, including the national championship game, from '99-
2002. ABC's packages include ad time on ESPN's bowl
telecasts and on ESPN and ABC radio, and sources told
Brockinton that ABC "also is likely to team up with USA
Today for a print component." ABC Sports officials could
not be reached for comment. Brockinton's sources added that
the network has had talks with GM, Ford and Chrysler. ABC,
"which would like to strike four-year deals, also has begun
to approach the current title sponsors of the Sugar, Fiesta
and Orange Bowls ... giving the incumbents first crack at
returning." Those title sponsorships, reportedly $12M
annually, expire after the January '98 games, along with the
end of the current Bowl Alliance (MEDIAWEEK, 7/21 issue).
