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SBD/8/Sponsorships Advertising Marketing
IT MUST HAVE BEEN THE ROSES: BOWL TO ADD PRESENTING SPONSOR
Published January 8, 1998
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).