SBD/4/Collegiate Sports


          Corporate sponsors' promotion of the NCAA men's and
     women's basketball tournaments is examined by Terry Lefton
     of BRANDWEEK, who highlights promos by Hershey, Sears and
     Ocean Spray.  Hershey is sponsoring a Final Four tickets
     sweeps that will be delivered via POP and a national FSI
     drop.  In its "Soar to the Final Four" sweeps, Sears is
     offering 10 winners a trip to the women's NCAA semis and
     championship game in K.C. on March 27 and 29 and then on to
     the men's final in San Antonio on March 30.  The sweeps will
     be supported by print and radio.  Ocean Spray "is confining
     most of its Final Four activity" to the San Antonio and K.C.
     markets.  With its NCAA sponsorship up for renewal, Ocean
     Spray Manager/Sports & Event Marketing Tom Manchester said
     the company will renew: "It's a no-brainer."  AmEx, PepsiCo
     and Thomson (RCA) are also up for renewal.  Host
     Communications Senior VP T.J. Nelligan, which handles the
     NCAA's corporate partnerships, said, "We're cautiously
     optimistic that we'll sign all four" (BRANDWEEK, 3/2 issue).
          INSIDE STUFF: In the NCAA NEWS, David Pickle examines
     the NCAA's corporate-partner program.  The NCAA caps its
     corporate partners at 20, and currently, there are five
     vacancies, including in "key" areas such as the computer
     software, airlines and car rental categories.  Host
     Communications has developed an "asset inventory," including
     a 78-point list, detailing how partners can link with all
     areas of the NCAA.  Host's Nelligan says that companies can
     appeal to three market segments by becoming an NCAA sponsor:
     students and student-athletes, college and universities and
     their administration, faculty and staff, and fans and
     alumni.  Nelligan adds not only are college sports fans
     "appealing demographically," there are "more of them" than
     there are pro sports fans (NCAA NEWS, 2/23 issue).

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