BEAVERS, DUCKS AND DODGE RAM TRUCKS: OLD RIVALRY, NEW NAME

          The Univ. of OR (UO) and OR St. Univ. (OSU) athletic
     departments announced a deal which will pay the two schools
     $1.4M over four years in exchange for referring to athletic
     events in nine sports between the two as "the Civil War
     presented by your Northwest Dodge Dealers," according to
     Katy Muldoon of the Portland OREGONIAN.  The sports include
     football, wrestling, men's and women's basketball, men's and
     women's golf and women's soccer, softball and volleyball. 
     The Dodge deal, in conjunction with Beaver Sports Properties
     and the ESPN Regional/Oregon Sports Net, will include radio
     and TV promos and on-site advertising (Portland OREGONIAN,
     6/29).  In Eugene, Jeff Wright wrote that the deal will "eat
     up about a fifth" of the Northwest Dodge dealerships' ad
     budget during the deal.  UO fan Steve Romania: "I think it's
     crass commercialism.  How can someone own the name 'Civil
     War' -- that belongs to the fans, the players, the
     universities" (Eugene (OR) REGISTER-GUARD, 6/29).