UW's Petersen Gets Record Contract Attendance Up For Conference Title Games Temple Cutting Seven Sports Financial Boon In Store For Arizona State? Pac-12 Championship Not A Sellout ACC Championship Game Tix Sales Slow IndyCar Series Shifts May Programming To ABC Large Demand For Tickets To Iron Bowl NCAA Faces Pressure On Major Changes Duke AD White Talks ACC TV Net, Football Revival
CASHING IN THEIR CHIPS: TEMPE, FRITO-LAY BENEFIT FROM FIESTA
Published January 4, 1999
Fiesta Bowl organizers "are hoping" tonight's national championship game "will pump" up to $120M into the local economy, according to Tim Molloy of the AP (AP, 1/1). CHIPS AHOY! In Dallas, Richard Alm calls Frito-Lay's title sponsorship of the game "the year's biggest marketing event" for its Tostitos brand. L.A.-based Sports Business Group's David Carter, on Frito-Lay's sponsorship: "They've put together the money and the people to get a return on their investment." The company sponsored a block party for 150,000 people on New Year's Eve in Tempe, the game's location, and will sponsor pregame "festivities" around Sun Devil Stadium today (DALLAS MORNING NEWS, 1/4). Frito-Lay spokesperson Lynn Markley, on FL State (FSU) coach Bobby Bowden carrying a bag of Tostitos at the Tempe airport last week: "It was totally unexpected but very much appreciated." In N.Y., Claudia Carpenter reported that Frito-Lay paid $8M for the official sponsorship, which includes $3M for air time on ABC's broadcast and $5M for the title right. Carpenter: "Plus, Frito-Lay gets to wine and dine 75 of its best customers and take them to the game" (N.Y. POST, 1/3). FSU CB Mario Edwards, on the ubiquitous Tostitos brand: "Man, I'm tired of salsa. We wake up, and it's salsa. We got chips and dip for breakfast" (TAMPA TRIBUNE, 1/1)....The Tostitos commercial featuring a singing Bill Parcells will air throughout January (Frito-Lay).