OSRAM SYLVANIA GETS SHOWN THE LIGHT OF SPORTS MARKETING

          MA-based Osram Sylvania, a lighting company with
     "little experience in sports marketing," formally announced
     a three-year deal with a three-year option to become the
     title sponsor of the Sylvania Alamo Bowl, according to Tim
     Griffin of the SAN ANTONIO EXPRESS-NEWS.  Sylvania topped
     other "potential sponsors" Southwest Airlines, Volkswagen,
     Pontiac, Chili's Restaurant, MCI and Sprint.  Sylvania's
     "recent sports advertising has been limited to serving as a
     vendor" on Lowe's NASCAR team and "future sponsorship" of
     the Ryder Cup, but the company "hopes to jump into the
     football business in a big way."  Sylvania VP/Marketing &
     Sales Francis Piscitelli "confirmed that the company's
     annual payment" for the sponsorship "will be about"
     $900,000, which represents an 80% increase over Builders
     Square's payment last year (SAN ANTONIO EXPRESS-NEWS, 3/26).