SBD/3/Collegiate Sports


          In St. Paul, Aron Kahn writes that Sun Bowl title
     sponsor Wells Fargo paid $550,000 for the naming rights and
     "will be spending extra time and cash promoting the event"
     this year, which features a Univ. of OR-Univ. of MN matchup. 
     The bowl game was called the Norwest Sun Bowl last year, but
     the title "was changed to reflect the merger of Norwest and
     Wells Fargo."  Although Norwest was the purchaser in the
     deal, the name Wells Fargo "survived because it's recognized
     in more places."  Since the name change has yet to take
     place in MN, the bank "is working overtime to promote the
     game in numerous ways, largely to put Wells Fargo on that
     list of common monikers" (ST. PAUL PIONEER PRESS, 12/3).
     ...Boomer Esiason helped launch the Web site
     yesterday.  The site also announced its three-year, $9M
     sponsorship of the FL Citrus Bowl (USA TODAY, 12/3).        
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