Citi in one-year deal to present the Rose Bowl

Citi, the consumer brand of Citigroup, has signed a one-year deal to be presenting sponsor of the Rose Bowl. The company, which is the world's largest financial services firm, has the option of extending the deal through 2006, when the Rose Bowl will host the national championship game.

Poised to launch a new advertising campaign, Citi will spend more than $10 million on advertising on ABC Sports and ESPN as part of the agreement, a source said.

The deal includes advertising in all Bowl Championship Series games, along with inventory in "Monday Night Football" and NBA coverage.

ABC Sports officials have said the BCS is close to sold out, and that college football has been the best-performing category this year for ABC Sports and ESPN.

The Rose Bowl sponsorship has been sold well into the fall for the last two years, with Sony PlayStation doing a one-year deal for the 2003 game. Prior to that, AT&T was the Rose Bowl's presenting sponsor.

PlayStation sponsored several events tied to the Rose Bowl and the Tournament of Roses parade last year. Tournament of Roses marketing director Wendy Matthes said she hoped Citi would do the same, but that it had not yet been determined.

Citigroup officials did not return phone calls.