SBD/4/Collegiate Sports


          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).
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