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Cadbury Schweppes' Dr Pepper/Seven Up Cos. unit is heightening its sponsorship of college sports. Last month the company announced that 7UP has become the first-ever official soft drink of the Pacific-10 Conference, including on-site, in-event and print advertising rights, and it's currently in discussions with other college sports conferences for similar sponsorships. 7UP is also an on-air sponsor of cable TV's Fox Sports Net, which features Pac-10 teams in Arizona, California, Oregon and Washington. Dr Pepper remains a longtime sponsor of the Big 12 conference and of the annual Cotton Bowl.

The Association of Promotion Agencies Worldwide,, Stamford, Conn., this month launches a series of free educational seminars entitled: "Great Cases in Promotion Marketing." The first event is slated for Sept. 9 in Chicago, with other cities and dates planned for later this year. Information: (203) 325-3911. Separately, Sports & Entertainment International, Temecula, Calif., and Strategic Research Institute, New York, jointly offer the first annual "Sponsorship in Auto Racing" conference in Las Vegas Sept. 16-18. For more

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