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  • NCAA ROLLING IN THE DOUGH: COMPAQ LATEST TO INK DEAL

              Compaq Computer has signed a five-year, $10M-plus
         sponsorship deal with the NCAA, "a rare venture by a
         computer industry player investing in sports and event
         sponsorships," according to Terry Lefton of BRANDWEEK.  As
         the "Official Computer for the NCAA Championships," Compaq
         has bought ads across a package of NCAA media and "will have
         an initial promotion ready" for March Madness '98.  Compaq's
         media package includes an NCAA football highlights show and
         the NCAA basketball playoffs radio network and championship
         game programs from Host.  Compaq is the latest NCAA deal
         signed by marketer Host Communications, which has inked NCAA
         sponsorship pacts totalling more than $40M.  Lefton adds
         that while IBM is the "only major tech giant heavily
         involved into sports," Compaq's current sports sponsorships
         "could start a gold-rush by property sellers."  In addition,
         sources tell Lefton that Microsoft has purchased a $10M-plus
         NCAA Playoffs TV package on CBS (BRANDWEEK, 12/8 issue).
    
    

    Print | Tags: CBS, Colleges, hp, IBM, Microsoft, NCAA, Viacom
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