Posted on: Friday, September 12, 2003

Tourism Authority to co-sponsor bowl game

By Kelly Yamanouchi
Advertiser Staff Writer

The Hawai'i Tourism Authority yesterday approved spending $25,000 to help sponsor the Sheraton Hawai'i Bowl.

Sheraton is replacing ConAgra as the bowl's title sponsor this year. Aloha Airlines is also a backer of the event, set for Christmas Day.

The authority hopes its contribution of taxpayer money for the event will generate publicity for the Islands.

Last year, the bowl's broadcast on ESPN drew more than 2.1 million viewing households.

The Hawai'i Bowl has traditionally captured good ratings, said Frank Haas, marketing director for the tourism authority. "It's good exposure for Hawai'i in the winter when it's cold out there," he said.

The authority is also negotiating for commercials promoting Hawai'i to run during this year's bowl broadcast.

The tourism authority, whose money comes from hotel room taxes, also sponsors pro golf tournaments, the NFL Pro Bowl and the Ironman Triathlon world championships, among other events.

In other action, the authority approved the hiring of a master to review operations of the Hawai'i Visitors and Convention Bureau. Resumes of job candidates are being reviewed. Authority executive director Rex Johnson said he hopes someone will be selected by the end of this month .

Reach Kelly Yamanouchi at 535-2470 or kyamanouchi@honoluluadvertiser.com.