Syracuse Wrapping Up MetLife Stadium Deal Florida AD Stricklin Tasked With Facility Fundraising Boren Says OU Undecided On Big 12 Expansion NU Prez, Regent Disagree On Anthem Display Rutgers Students Petition To Boycott Football Univ. Of Colorado Pleased With Budget Progress Stansbury Looks To Stabilize GT AD Role Lady Gaga Set To Headline SB Halftime More Schools Selling Alcohol At Games Rutgers Wants To Continue At Yankee Stadium
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).