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SWEET LIBERTY: EQUITABLE/AXA SIGN THREE-YEAR BOWL DEAL
Published September 25, 1997
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).