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COME FLY WITH ME: NCAA, CONTINENTAL SIGN FOUR-YEAR PACT
Published March 16, 1999
Continental Airlines has inked a four-year sponsorship deal with the NCAA for an "estimated" $7-8M, according to Terry Lefton of BRANDWEEK. The NCAA's $20-30M in air travel "strongly" influenced the airline's decision, as it will receive a "portion" of the business. A "tie" to the National Association of College AD's, which the NCAA "will also solicit for business for Continental," was also part of the deal. The pact, which runs through 2002, "represents another sale in a difficult category" for the NCAA's marketing agency Host, and also includes the "usual" NCAA network radio/game program advertising (BRANDWEEK, 3/15).