SBD/8/Collegiate Sports

FOX PAYS FOR STANFORD LIGHTS; SCHOOL MARKETS TO YAHOO! USERS

          Stanford Stadium will "have a new look" for the San
     Jose State Univ.-Stanford Univ. football game on Saturday
     night, according to Jon Wilner of the SAN JOSE MERCURY NEWS,
     who wrote that the "most significant change is the addition"
     of permanent lights, costing $1M and "courtesy" of Fox
     Sports, which has a contract to broadcast Pac-10 games
     through 2006.  Fox "is paying to install lights or renovate
     existing lights at every" Pac-10 stadium.  But as lights are
     installed, all commercial advertising "has been pulled" from
     the field and scoreboard for "aesthetic reasons."  The
     athletic department "hopes donations will help recoup" the
     lost ad revenue.  Wilner wrote that due to Stanford's
     appearance in last year's Rose Bowl and a "creative"
     marketing campaign, season-ticket sales "are expected to
     reach" 19,000, up 10% over last season.  Stanford's
     marketing campaign "was geared toward Internet users," as it
     sent "animated" e-mails to 10,000 friends of the athletic
     department.  Meanwhile, the school also sent coupons to
     100,000 Yahoo! subscribers in the Bay Area allowing them to
     receive a $25 ticket for $1.  Stanford also sent 30,000
     swipe cards to area families, as the card allows a family of
     four to attend six home games for $150 (MERCURY NEWS, 9/6).

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Colleges, News Corp./Fox, Yahoo

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