There was "no mistaking" Univ. of KS men's basketball
coach Roy Williams' "intent when he arrived" at a press
conference after his team lost to Duke on Sunday "carrying a
soft drink cup that was not approved by the NCAA," according
to Jerry Lindquist of the RICHMOND TIMES-DISPATCH. When
Williams was told by an NCAA moderator that the cup was not
approved, he replied, "Tell them to go to hell." The cup
"without the official NCAA logo remained on the dais in
front of Williams" (RICHMOND TIMES-DISPATCH, 3/21). Pepsi
is the official soft drink of the NCAA (THE DAILY).
AXA WON'T AXE COLLEGE DEAL: Financial services company
AXA Advisors has signed a three-year deal for "around" $3M
to "renew as title sponsor" of the Liberty Bowl college
football game in Memphis. Under the deal, AXA, which has
entitled the event for the past three years, gets ten spots
on ESPN's broadcast of the game (BRANDWEEK, 3/20 issue).
BIG 12 DEAL: Keebler is the latest to join the Big 12's
Corporate Partnership Program. Keebler gets Official Cookie
& Cracker status, as well as category exclusivity, rights to
Big 12 marks, direct marketing and sampling at events, print
ads and event signage, tickets and hospitality. Host
Communications handles marketing for the Big 12 (Keebler).
