IT MUST HAVE BEEN THE ROSES: BOWL TO ADD PRESENTING SPONSOR

          The Rose Bowl will add a sponsor's tagline in '99,
     according to Jim Hodges of the L.A. TIMES.  Hodges: "Long a
     holdout in the commercialism game that bowls have played for
     years, Pasadena will host the 1999 'Rose Bowl, presented by
     (your company here).'"  Rose Bowl Exec Dir Jack French: "We
     will not have a title sponsor.  That was made very clear. 
     We will have a presenting sponsor with a minimal physical
     presence and minimal signage. ... We will not be changing
     the logo, and there will not be a sign inside the stadium
     for the presenting sponsor."  More French: "There was some
     talk of a presenting sponsor for this year's game.  ABC had
     talked with some people about it (MasterCard and McDonald's
     were mentioned), but they decided that they didn't want to
     do it for just one year [rather than the four year super
     alliance contract]."  Other changes to the Rose Bowl will
     include a ticket price increase and a reduction in capacity
     from 98,000 to 92,000-plus seats (L.A. TIMES, 1/8).
          AND THE "PETE" ROSE BOWL: ESPN's Dan Patrick offered
     his suggestions for the game sponsors: "Such as 'The Rose'
     Bowl presented by Bette Midler; The 'Rose Marie' Bowl
     presented by Nick at Nite; The Charlie 'Rose' Bowl presented
     by PBS, without commercial interruption; The Jalen 'Rose'
     Bowl (which means Michigan gets to play every year); and The
     Axl 'Rose' Bowl presented by MTV" ("SportsCenter," 1/7).