SBD/22/Collegiate Sports

HARK! THE LAS VEGAS BOWL COMMITTEE SINGS

          Saturday's Las Vegas Bowl drew "only" 21,429 fans, but
     bowl officials "say the game achieved its purpose" of
     filling hotel rooms "at a traditionally slow period of the
     year" and promoting Las Vegas as a "destination resort."
     More than 90% of the crowd was from out-of-town for the
     game, which featured the Univ. of NC and San Diego State
     Univ. (Kevin Iole, LAS VEGAS REVIEW-JOURNAL, 12/21).  
          BOWLING FOR DOLLARS: In N.Y., Luke Cyphers examined the
     commercialism in bowl games and brokerage firm Charles
     Schwab's sponsorship deal with the BCS.  Cyphers wrote that
     Schwab "has exclusive sideline advertising rights" to all
     four BCS games and "will plaster its logo over everything in
     camera range on the sidelines."  Cyphers: "Gatorade can flow
     ... [but] the beverage's logo and green-and-orange colors
     must remain out of sight."  Gatorade Dir of Communications
     P.J. Sinopoli: "All's fair in love and war, and sports
     marketing.  We chose not to spend the money to be a BCS
     sponsor.  But whether you see us there or don't see us
     there, we're there.  The players won't be drinking mutual
     funds" (Luke Cyphers, N.Y. DAILY NEWS, 12/20).  

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