SBD/25/Collegiate Sports

SWEET LIBERTY: EQUITABLE/AXA SIGN THREE-YEAR BOWL DEAL

          The Equitable Companies Inc. and AXA have become the
     first-ever corporate title sponsor of the Liberty Bowl. 
     This year's AXA/Equitable Liberty Bowl will be aired on ESPN
     on New Year's Eve.  The game is played for the benefit of
     St. Jude Children's Hospital, and The Equitable Foundation -
     - the company's philanthropic organization -- has made an
     additional $100,000 commitment to St. Jude (Equitable).  In
     Memphis, David Williams wrote that the sponsorship "is
     expected to add strength and stability to" the Liberty Bowl,
     whose "future appeared to be in doubt earlier this decade
     because of low ticket sales and lack of corporate title
     sponsorship" (Memphis COMMERCIAL APPEAL, 9/24).

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