Cal hands off sports marketing to outside company - Atlanta Business Chronicle:

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In exchange for a guaranteed amountt of casheach year, the on Monday said it gave marketinf firm exclusive rights to sell advertising, sponsorships and broadcas t rights for Cal athletics. The deal, which begina in July and runs for10 years, will pay Cal $1 millio n more in sponsorship revenuew than the university had collected througyh its own efforts. University officials said that the resurgencr of the Cal Bearw football team helpedrejuvenate sponsors' interes in the athletic department. Cal football has had three consecutive winning seasons and two bowl appearanceessince 2002. ISP Sports, based in N.C., has several other universitiesas clients, includin g , , , and .
Cal's athletixc department recorded a deficit ofabout $5.4 millio last year, according to the U.S. Departmenr of Education. Under the deal with ISP, Cal retainws control over ticket sales and promotions ofsportinb events.