TOSTITOS DEAL MAKES FOR A BIG FIESTA IN TEMPE

     Fiesta Bowl officials confirmed yesterday they have reached
a deal with the Tostitos division of Frito-Lay to sponsor the
game under a three-year renewable contract.   With the deal, the
game "will be become the richest bowl game in college football
history and perhaps the richest single-day sporting event ever,"
according to Bob Eger of the ARIZONA REPUBLIC. Fiesta Bowl Exec
Dir John Junker said the contract "will allow the bowl to pay its
participating teams more than $26 million -- or more than $13
million per team."  Junker: "I'm not sure people really
understand how meaningful that is in our business, where the Rose
Bowl has been an unreachable standard for the last 40 years."
The total deal from Tostitos is estimated at $30M over the full
six-year pact (Bob Eger, ARIZONA REPUBLIC, 8/9). The Fiesta
"bought into" the new bowl alliance at "considerable cost" --
$27M this year if the game lands the #1 and #2 teams -- according
the USA TODAY (Steve Wieberg, USA TODAY, 8/9).