Hawaii Bowl loses
its largest sponsorConAgra Foods had committed
to 3 years but now it appears
to be quitting the deal
The Hawaii Bowl apparently has lost its title sponsor, ConAgra Foods, Executive Director Jim Donovan said last night.
"I haven't gotten official word yet, but I've been told (that ConAgra's sponsorship) probably won't happen this year," Donovan said. "Pete Derzis of ESPN Regional (which owns the game) is looking for a new title sponsor. You don't start looking for something unless you don't have it."
The pullout represents a loss of "mid-six figures" in sponsorship, Donovan said. That was augmented with approximately $250,000 -- in cash and trade -- of local sponsorship, he added.
Tulane beat Hawaii 36-28 in last year's inaugural ConAgra Foods Hawaii Bowl. Officials announced 35,513 tickets distributed, and Nielson Media Research indicated the game was seen by 3.1 million viewers.
ESPN, which televised the game, has three years left in its contract with the Western Athletic Conference and Conference USA, whose season champions compete in the game.
Donovan said the 2003 Hawaii Bowl will likely be played.
"That's not for me to guarantee," Donovan said. "ESPN Regional owns the game, but I was told the game's not in danger. Pete reiterated several times that ESPN is committed to game."
Derzis and ConAgra officials were not available for comment last night.
When ConAgra's sponsorship was announced in 2002, it was called a three-year commitment.
ConAgra is a food distribution company that generated more than $27 billion in sales in 2002. ConAgra executives said the company wanted to improve its brand profile through sponsorship. The company also sponsored the Senior Skins and LPGA Skins this past year.
UH is contracted to play in the 2003 Hawaii Bowl if it is bowl eligible. (If the Warriors should qualify for a Bowl Championship Series game, they don't have to play in the Hawaii Bowl).
Donovan said he did not know why ConAgra pulled out.
"I haven't had much direct contact with them since the game, but all indications I got from ConAgra was they were very happy," he said. "We had a great first-year bowl game. Very good attendance, the ratings were good. And we had good evaluations by the conferences and the schools. Our local sponsorship for next year is selling pretty good."
The game generated more than $2 million, and WAC and C-USA each got $868,000 -- more than the $750,000 minimum payout. UH ended up making a $100,000 profit from the game.
Not all bowl games have title sponsors. The Silicon Valley Bowl, which is also affiliated with the WAC, has not had a sponsor for several years, and the game's future is considered shaky.
Donovan said the Hawaii Bowl could survive without a title sponsor. But for how long?
"A lot of it depends on ticket sales," he said. "If we sell 45,000 tickets, title sponsorship is not as much of a factor, and a lot depends on the opponent.
"We've been in the process of meeting with new local sponsors and pretty much every sponsor from last year has recommitted for this year -- with the exception of ConAgra."