SBD/17/Collegiate Sports

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              Revenues for the PAC-10 Conference have "increased
         115.3 percent" since '90, according to Scott Reid of the
         ORANGE COUNTY REGISTER.  Revenues generated from conference
         bowl and TV contracts, as well as NCAA competitions turned
         the conference's athletic programs into a "nearly quarter-
         billion-dollar-a-year-business."  The schools generated a
         combined $239.98M in the '96-97 fiscal year, dividing a
         $36.68M payout.  The '96-97 fiscal year was the most recent
         year for which records were available.  The conference paid
         half of its schools over $4M each, with USC ($4.82M), Univ.
         of WA ($4.59M), and UCLA ($4.31) topping the list.  Since
         '90, the PAC-10, a non-profit tax exempt organization, has
         divided $156.9M among its institutions.  During '96-97, the
         university's CEOs approved a 34% salary increase for PAC-10
         Commissioner Thomas C. Hansen, from $198,721 to $266,409. 
         Hansen: "I think people in the conference are very pleased
         with where we are" (ORANGE COUNTY REGISTER, 9/16).
              SHORTING ITSELF? In a separate piece, Reid reported
         that, according to PAC-10 officials, the conference "could
         be turning their backs on more than $10 million in annual
         revenue by standing firm against expansion, a conference
         championship football game and postseason basketball and
         baseball tournaments."  PAC-10 CEOs cite academic reasons
         for resisting these changes.  Steven Sample, USC President &
         PAC-10 CEO Committee Chair: "Academics are always going to
         be number No. 1 when we consider an issue."  The PAC-10
         generates a large part of its revenue from football and
         basketball TV contracts ($22.18M), bowl games ($13.56M) and
         NCAA basketball tournament payouts ($3.23M).  The SEC and
         Big 12 divided $58.9M and $56M, respectively, among their
         schools during the '96-97 fiscal year.  A significant part
         of this revenue comes from football championships and post-
         season basketball tourneys (ORANGE COUNTY REGISTER, 9/16).  

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