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SBD/31/Sponsorships Advertising Marketing
FINAL FOUR SCOOP: ICE CREAM MAKER INKS DEALS WITH NCAA, NHL
Published March 31, 1998
Beginning with last night's NCAA men's champion KY, Miami-based American Scoop ice cream will "take the logos of top college and professional teams and emblazon them" on their ice cream pints, according to Jeffery Zbar of the Ft. Lauderdale SUN-SENTINEL. American Scoop CEO Ed Squire said that KY will be honored on three different containers, each with the school's logo, and "each with a different fact box about the team." Squire will intro the first batch of the ice cream to retailers in KY on Thursday. FL-based Sports & Sponsorships will handle the account with NY-based Alan Taylor Communications overseeing the PR effort. Squire worked with Sports & Sponsorships President Scott Becher to forge deals with the NCAA and the Collegiate Licensing Company which give American Scoop rights to 79 championship events and 200 schools. Squire has also retained rights to be the "official ice cream licensee" of the NHL, and is "working to sign" other pro leagues. The next market targeted by American Scoop is Michigan, with links to the Univ. of MI and the Red Wings. American Scoop's premium ice cream will retail from $2.39-$2.75 (SUN-SENTINEL, 3/30). CHOICE SEATS: All fans who attended Saturday's men's semifinal games in San Antonio received specially-designed seat cushions containing pre-paid GTE calling cards. As part of its promotion, GTE made a $10,000 donation to the Kids Sports Network, which provided more than 300 volunteers to place the 40,000 seat cushions in the Alamodome (GTE).