FL DEPT OF CITRUS FINDS THE RIPE DEAL AT THE RIGHT PRICE

          The FL Dept. of Citrus has renewed its sponsorship with
     FL Citrus Sports (FCS) through 2002.  The four-year deal is
     worth $2.25M (FCS).  In Orlando, Jerry Jackson reports that
     the deal means FL Citrus will "remain a part of the CompUSA
     Florida Citrus Bowl for at least four more years."  The game
     will receive $525,000 from FL Citrus for its sponsorship in
     '99, and the price "will then rise $25,000 a year," to
     $600,000 in 2002.  The Dept. of Citrus, which has sponsored
     the game since '83, has "been divided" over whether to
     continue its sponsorships, but a majority of its
     commissioners felt that the game, on ABC, was a "good way to
     reach citrus consumers nationwide" (ORLANDO SENTINEL, 1/22).