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Collegiate Licensing Co. and Host Communications have joined forces for a joint venture providing marketing services to collegiate athletics sponsors. The new Collegiate Marketing Associates, Dallas, also will craft programs to promote the distribution and sales of collegiate licensed products. Richard Jones, formerly a managing director at Advantage International, has been tapped as CEO of the new company.

Family Channel and Whitehall-Robbins Healthcare are joining forces for cold and flu season in Robitussin's "Mom of the Year" contest starting Oct. 20. The Family Channel's "Home & Family" weekday cable program will promote the contest along with Robitussin's cough and cold remedies. The promotion also is backed by a free-standing insert and in-store materials. Dugan, Valva, Contess, Morristown, N.J., handles.

Continental Basketball Association has inked an unusual multiyear alliance with New Line Television, in which the division of New Line Cinema Corp. will handle branding initiatives, sponsorship and licensing for the CBA. New Line will revamp the CBA's look, from logos to uniforms, and also develop, package and

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