SOUTHWESTERN BELL DIGS DEEPER INTO TX SPORTS LANDSCAPE

          TX-based Southwestern Bell has signed a three-year deal
     with the Big 12 Conference to title sponsor the annual Univ.
     of TX-Univ. of OK football game at the Cotton Bowl in
     Dallas.  The game will now be called the Southwestern Bell
     Red River Shootout.  Southwestern Bell has existing
     sponsorships with both schools and the Conference, and also
     title sponsors the SBC Cotton Bowl Classic held on New
     Year's Day.  Host Communications handles sponsorship sales
     for the Big 12.  Dr Pepper had title sponsored the TX-OK
     game from '95-99 (THE DAILY). In Dallas, Richard Alm reports
     that while Southwestern Bell declined to discuss financial
     terms of the deal, each school received about $125,000 per
     year under the Dr Pepper contract.  The new sponsorship deal
     includes stadium signage (DALLAS MORNING NEWS, 7/26).