SBD/22/Sponsorships Advertising Marketing

FL DEPT OF CITRUS FINDS THE RIPE DEAL AT THE RIGHT PRICE

          The FL Dept. of Citrus has renewed its sponsorship with
     FL Citrus Sports (FCS) through 2002.  The four-year deal is
     worth $2.25M (FCS).  In Orlando, Jerry Jackson reports that
     the deal means FL Citrus will "remain a part of the CompUSA
     Florida Citrus Bowl for at least four more years."  The game
     will receive $525,000 from FL Citrus for its sponsorship in
     '99, and the price "will then rise $25,000 a year," to
     $600,000 in 2002.  The Dept. of Citrus, which has sponsored
     the game since '83, has "been divided" over whether to
     continue its sponsorships, but a majority of its
     commissioners felt that the game, on ABC, was a "good way to
     reach citrus consumers nationwide" (ORLANDO SENTINEL, 1/22).

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