SBD/5/Collegiate Sports


          The Alamo Bowl is looking for a new title sponsor to
     replace Builders Square, the company which has sponsored the
     bowl game since its debut in '93.  The Hechinger Investment
     Co., which purchased Builders Square in '97 and is owned by
     CA-based investment banking firm Leonard Green & Assoc.,
     decided not to renew its title sponsorship (Alamo Bowl).
          WHO'S NEXT? In San Antonio, Tim Griffin reports that
     Alamo Bowl Exec Dir Derrick Fox said that he "received a
     pitch" from an unidentified company less than six hours
     after the announcement was made yesterday morning.  Griffin
     adds that the bowl "should be in a better position now" from
     a sponsorship standpoint than when it started in '93 because
     it includes two of the top four football crowds in the
     Alamodome's history, as well as two of the top five most-
     watched bowl games in ESPN history.  ESPN has six years left
     on a seven-year contract it signed last year.  The bowl game
     has also been a "tourism boom" for San Antonio, as the '98
     game drew more than 37,000 visitors to the city and had an
     estimated economic impact of $10M (EXPRESS-NEWS, 2/5).

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