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NBC LOOKING FOR PRESIDENTIAL CASH; CBS SIGNS BIG TEN SPONSOR
Published January 6, 1998
NBC "plans to sell rights" to the first-day action of the 2000 and 2002 Presidents Cups to a cable net, according to sources of Langdon Brockinton of MEDIAWEEK. Negotiations for day-one rights "will likely begin late this month or in early February." NBC has rights to the 2000, 2002, 2004 and 2006 Cups. CBS, which will broadcast the '98 Cup this December, has "delivered sponsorship packages to the seven incumbent advertisers: GM, Callaway Golf, MasterCard, Acushnet, AT&T, Toyota and Mass Mutual." Sources say that CBS' asking price for a one-fifth sponsorship is $1.15M. Two of the five packages were split in '96 (MEDIAWEEK, 1/5). KEMPER'S TOP TEN: Brockinton adds that Chicago-based Kemper Funds signed with CBS and the Big Ten Conference to be the presenting sponsor of the first Big Ten men's basketball tournament this season. Kemper's two-year deal gives it category-exclusivity for financial products on CBS' telecasts of the Big Ten Tournament. CBS reps "declined to comment on the financial terms of the deal," but sources "estimated its value" in the $4-5M range (MEDIAWEEK, 1/5).