FAST-FOOD CHAINS TO SPONSOR NCAA CHAMPIONSHIPS

          Tricon Global Restaurants, Inc., the parent company of
     KFC, Pizza Hut and Taco Bell restaurants spun off by
     PepsiCo, has become the exclusive quick-service restaurant
     sponsor of the NCAA.  The multi-year deal makes the three
     Tricon chains the only quick-service restaurant sponsors for
     NCAA championships in twenty-two sports, including
     basketball, football and baseball (Tricon).  USA TODAY's
     Bruce Horovitz reported that sports marketers "estimate" the
     deal could "exceed" $10M over three years.  Horovitz adds
     that the three restaurants "will be permitted to use the
     NCAA logo on packaging and in ads" and "can call themselves
     exclusive fast-food sponsors of NCAA."  Horovitz: "One key
     to the deal: If the NCAA ever creates a college football
     championship game, Tricon restaurants would have first-dibs
     at fast-food sponsorships rights" (USA TODAY, 9/22).  The AP
     reported that the deal "doesn't involve sales of commercials
     on telecasts" of the NCAA events (AP, 9/22).