SBD/3/Sponsorships Advertising Marketing


          PepsiCo attempted to buy the Gatorade brand by
     acquiring Quaker Oats for about $14B in stock, but "walked
     away last night when the two sides failed to reach an
     agreement on price" (WALL STREET JOURNAL, 11/3).
          NO LOSS OF SENIORITY: Jitney Jungle Stores said its
     sale of 89 of its 137 stores, including 15 Delchamps
     supermarkets in AL, will have no impact on the company's
     sponsorship of the Delchamps Senior Bowl.  While Delchamps
     has been the title sponsor of the all-star football game
     since '94, Senior Bowl President & CEO Steve Hale said that,
     according to a new deal signed last spring, Delchamps is now
     the game's presenting sponsor.  Hale: "Technically, it is no
     longer the Delchamps Senior Bowl but the Senior Bowl
     presented by Delchamps."  Delchamps pays around $350,000 per
     year for its Senior Bowl tie (MOBILE REGISTER, 11/2).
          CASINO SPONSOR: CT entertainment complex Mohegan Sun
     has returned as presenting sponsor of the Coaches vs. Cancer
     IKON Classic college basketball tournament at MSG.  UCLA,
     the Univ. of KS, St. John's Univ. and the Univ. of KY are in
     this year's event, to be held November 9-10 (THE DAILY). 

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