SWEET LIBERTY: EQUITABLE/AXA SIGN THREE-YEAR BOWL DEAL
The Equitable Companies Inc. and AXA have become the
first-ever corporate title sponsor of the Liberty Bowl.
This year's AXA/Equitable Liberty Bowl will be aired on ESPN
on New Year's Eve. The game is played for the benefit of
St. Jude Children's Hospital, and The Equitable Foundation -
- the company's philanthropic organization -- has made an
additional $100,000 commitment to St. Jude (Equitable). In
Memphis, David Williams wrote that the sponsorship "is
expected to add strength and stability to" the Liberty Bowl,
whose "future appeared to be in doubt earlier this decade
because of low ticket sales and lack of corporate title
sponsorship" (Memphis COMMERCIAL APPEAL, 9/24).