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I'M EIGHTEEN AND I LIKE IT! NCAA SET TO BOOST SPONSOR ROSTER
Published November 2, 1999
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).