SBD/2/Collegiate Sports


          PepsiCo's Mountain Dew brand signed a one-year deal to
     become the Official Soft Drink of the Southern Conference
     Men's and Women's Basketball Tournaments in SC this week. 
     Under the deal, Mountain Dew receives soft drink category
     exclusivity for marketing and promotional rights at the Bi-
     Lo Center, the site of the men's event, and at Furman
     Univ.'s Timmons Arena, the site of the first two rounds of
     the women's tournament.  Mountain Dew also gets logo
     placement on the floors of both arenas, on team benches and
     at the scorer's table.  Host Communications represents the
     Southern Conference (Southern Conference).  Host GM of the
     Southern Conference account Marvin Julich told the
     SPORTSBUSINESS JOURNAL's Jennifer Lee that although the
     "timing" of the deal was "somewhat last minute," Mountain
     Dew will have "adequate time to run" its promos around the
     partnership.  Julich said that "there are options to expand
     the length of the deal and to expand" to the conference's
     other championships.  He added that "currently the deal is
     approaching six figures, but an exact number was
     unavailable," as Host and PepsiCo are "still in discussions"
     (SPORTSBUSINESS JOURNAL, 2/28 issue).
          COLLEGE DEALS: HomePoint Corp., an e-business
     consultant to the home furnishings industry, inked a two-
     year deal to become a member of the "SEC Corporate
     Partnership Program."  HomePoint receives print, radio and
     TV ads, as well as merchandising packages for select SEC
     sporting events, including the conference's men's and
     women's basketball tournaments and football championship
     (SEC)....The Univ. of AR "sent proposals for a five-year
     contract" to "about" eight companies for rights to be the
     exclusive telecom sponsor of the school's athletic teams,
     but "only" Alltel and Southwestern Bell (SB) -- both
     currently partners of the school -- responded.  If SB lands
     the deal, Alltel's logo "would come off the scoreboards" at
     the school's athletic facilities (A-D GAZETTE, 2/28).

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