IT'S NOT HOW YOU PLAY THE GAME, IT'S WHO SPONSORS IT

     ESPN's Chris Fowler reported that last night's Tostidos
Fiesta Bowl featured no fewer than 71 different signs for the
title sponsor ("SportsCenter," 1/3).  In Miami, Dan LeBatard
notes that the field had Tostidos painted in seven different
locations "like a bowl of party chips dumped on the living room
rug."  LeBatard also notes the heavy placement of the Tostidos
logo behind athletes and coaches in interviews before the game
(MIAMI HERALD, 1/3).  Tostidos paid $10-$15M to sponsor the bowl
for three years.  Lynn Markley, a spokesperson for Frito Lay,
says the company hopes to boost the Tostidos brand, as people
"don't always remember our name" (N.Y. TIMES, 12/29).  Tostidos
aired one spot during last night's game live from the field that
featured Chris Elliott (USA TODAY, 12/29).