SBD/9/Collegiate Sports

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).

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CBS, Colleges, hp, IBM, Microsoft, NCAA, Viacom

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