NAMING LIGHTS DEAL: ALAMO BOWL INKS NEW TITLE SPONSOR

          MA-based lighting company Osram Sylvania "will be
     introduced today as the new title sponsor" of the Alamo
     Bowl, which will now be called the "Sylvania Alamo Bowl," 
     according to Tim Griffin of the SAN ANTONIO EXPRESS-NEWS. 
     The company's "multiyear contract won out in spirited
     bidding among several different suitors," including MCI and
     Sprint.  Sylvania's deal will "provide at least $400,000
     more" than the bowl's previous deal with Builders Square,
     and the increase "could lead to the bowl eventually moving
     up the pecking order among the 22 existing" bowls.  During
     its six-year association with Builders Square, the bowl's
     "minimum payout has increased" from $750,000 to $1.1M.  
     Sylvania has been "involved in sponsorship" of the bowl
     "from its first year" as a Builders Square vendor, helping
     underwrite some of Builders Square's $500,000 annual cost of
     the sponsorship (SAN ANTONIO EXPRESS-NEWS, 3/25).