COME FLY WITH ME: NCAA, CONTINENTAL SIGN FOUR-YEAR PACT

          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).