A rivalry for charity.

SEATTLE'S 605-FOOT-HIGH SPACE NEEDLE IS the city's signature Landmark. Last month, it was the flag atop the building that had residents and visitors alike gazing up.

Washington State University and University of Washington--whose fans fight for bragging rights after their annual Apple Cup football game--partnered with the Space Needle for a higher cause. Between November 2 and 15, the institutions competed daily in donations for Habitat for Humanity's U.S. Gulf Coast rebuilding efforts. Tackling Hurricane Relief raised a total of $164,293.62.

A little incentive never hurts. Each day, the previous day's winner had its flag waving atop the Space Needle. The schools' athletic websites prodded: "Color the Needle Crimson!" and "Paint the Needle Purple!" In the end, WSU's crimson and gray colors and logo were painted on the building for all to see, through the Apple Cup, November 19-20.

Perhaps Space Needle owner Jeff Wright, a UW alum, was most down about that sight.

Two other alums, former NFL running backs Greg Lewis (UW, Denver Broncos) and Rueben Mayes (WSU, New Orleans Saints), served as honorary contest chairmen. "Greg and I have competed on the football field and on the golf course--and I beat him every time," Mayes taunts. In all seriousness, he notes that the schools do pull together for the community.

A former Saint and member of their Hall of Fame, Mayes feels strong ties to the New Orleans area, too. "We have a lot of friends there still," says Mayes, who is now senior director of Development for WSU's College of Business and Economics.