Haggar Corp. has held "several discussions" with the Cotton Bowl Athletic Association about becoming title sponsor for its January 1 game, according to the DALLAS MORNING NEWS. The CBAA has been looking for a title sponsor since Mobil opted out last March. Frank Bracken, President and CEO of the Dallas-based Haggar, said it is "premature" to discuss a deal, but that the marketing possibilities with the game are "excellent." Bracken: "First, we are heavily into cotton products. Second, we are heavily into the Dallas community." Haggar, designer and manufacturer of men's apparel, has "directed much of its marketing efforts" toward the NFL, but Bracken said the NCAA's demographics are "very close." The CBAA is looking for a three- year title sponsorship deal for close to $6M. Mobil gave the CBAA $1M when they discontinued their deal last year. The game also receives $750,000 from the city of Dallas as part of a three year deal, and receives around $1.4M annually in TV rights from Liberty (DALLAS MORNING NEWS, 2/29).