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SOUTHERN CONFERENCE DOES THE DEW; SEC INKS NEW PARTNER
Published March 2, 2000
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).