The Southwestern Bell Cotton Bowl Classic will now be
known as the SBC Cotton Bowl Classic in an effort to give
"better representation" for SBC Communications, a company
which "stretches from" CT to CA, according to Keith Whitmire
of the DALLAS MORNING NEWS, who writes that SBC's
Southwestern Bell brand is used "only in its original
service area" of TX, OK, MO, AR and KS. SBC became the
bowl's title sponsor in '96 and in '99 extended its
agreement to sponsor the game through 2006 (DALLAS MORNING
NEWS, 5/25). The deal will be effective for the 2001 game
and a new logo is anticipated this fall (SBC Cotton Bowl).
LONE STAR: Conference USA (CUSA) has developed a Brand
Identity Program, including a new logo, in cooperation with
NY-based SME Power Branding (Conference USA). In Memphis,
Phil Stukenborg wrote that CUSA's new logo replaces the one
that has "stood since the league's inception" in '95. The
12 stars of the original logo are replaced by one star.
Also, a cross-branding mark, "the first of its kind for a
major college conference," was unveiled and allows for
cross-marketing, -licensing and -merchandising programs with
its member institutions (Memphis COMMERCIAL APPEAL, 5/24).
The SPORTSBUSINESS JOURNAL's Jennifer Lee writes that the
CUSA logo "can be modified to integrate school, championship
and even corporate logos within the overall" logo. CUSA
Associate Commissioner John McNamara said that CUSA is
developing a plan with the CLC to "maximize the revenue
potential" of the logo (SPORTSBUSINESS JOURNAL, 5/22 issue).
