SBD/2/Collegiate Sports

I'M EIGHTEEN AND I LIKE IT! NCAA SET TO BOOST SPONSOR ROSTER

          Host Communications, the NCAA's corporate sponsorship
     agency, is "close to landing Pennzoil and Total Sports as"
     NCAA partners, according to Terry Lefton of BRANDWEEK, who
     writes that both companies are "drawn by the allure" of the
     men's basketball tournament.  Lefton reports that Pennzoil is
     close to signing a three-year NCAA deal, "after a hiatus,
     during which it ditched its official status but maintained a
     huge on-air association, with a CBS package" that included
     halftime show entitlement.  Pennzoil "may share its newfound
     rights with the Quaker State brand, since they now have
     common ownership."  Total Sports, which has "held the rights
     to cybercast" the tournament since '97, is "about to sign" a
     deal that would give it "some differentiation among the
     increasingly crowded" Web sports landscape and "something to
     match the rights rival" CBS SportsLine receives via CBS' NCAA
     broadcast contract.  The two new deals "will bring the Host
     sponsorship roster to 18, just two short of the cap of 20
     imposed by the NCAA" (BRANDWEEK, 11/1 issue).

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