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HARDEE'S TEAMS UP WITH MAJOR COLLEGIATE CONFERENCES; SIGNS EXCLUSIVE MARKETING AGREEMENTS WITH SEC, ACC, BIG 10 AND BIG 8

 ROCKY MOUNT, N.C., Sept. 13 /PRNewswire/ -- Hardee's Food Systems, Inc. hopes to score big in the sports marketing arena in 1994 by teaming up with four premier college conferences.
 In the most sweeping conference level marketing relationship in collegiate sports, Hardee's has entered into agreements with:
 -- The Southeastern Conference
 -- The Atlantic Coast Conference
 -- The Big Ten Conference and
 -- The Big Eight Conference. The partnerships give Hardee's exclusive conference sponsorship rights in the fast-food industry.
 Hardee's is the first corporation in the United States to forge promotional/marketing partnerships with multiple collegiate conferences. Together, the four conferences boast membership of 40 of the leading academic and athletic institutions in the country. The conferences involve 25 states, which make up the majority of Hardee's marketing area.
 Hardee's Executive Vice President of Marketing Jerry Gramaglia said this major commitment to college athletics makes perfect sense for the company, which positions itself as the "Best Restaurant in the Neighborhood."
 "Although Hardee's is a nationally recognized chain, we maintain very strong local ties with our communities," said Gramaglia. "What better way to do that than by supporting those conferences near and dear to our customers?"
 Under the various agreements, Hardee's is granted the exclusive right to use the names, marks and logos of the conferences in consumer promotions, advertising and merchandising. Hardee's also will assist the conferences in promoting both men's and women's conference championship events in all sports, as well as conference community outreach programs.
 ACC Commissioner Gene Corrigan said the significance of the relationship lies in that commitment to all 23 of the conference's championship sports. "Combined with the existing involvement which Hardee's currently enjoys at the school level, this truly represents a comprehensive, year-round marketing partnership," said Corrigan. "And with its national headquarters in North Carolina, Hardee's really is our 'neighborhood' restaurant."
 The partnerships carve out a niche for Hardee's, a company that has watched rival McDonald's gobble up promotional opportunities at the professional sports level.
 "The Big Eight is looking forward to an outstanding relationship that will assist in the overall promotion of college athletics," said Tim Allen, assistant commissioner of the Big Eight Conference. "This is a very good fit."
 SEC Commissioner Roy Kramer also is excited about the partnership. "The Southeastern Conference is very pleased to welcome Hardee's to its corporate sponsor family," said Kramer. "Hardee's has established a rich tradition of quality and service throughout our region."
 Likewise, Big Ten Commissioner Jim Delany said, "Hardee's is a company whose tradition and quality will bring much to the conference's overall efforts to promote intercollegiate athletics."
 Hardee's Food Systems, Inc., headquartered in Rocky Mount, operates a system of 4,000 company and franchise restaurants in 40 states and 11 foreign countries. Approximately 650 of the restaurants operate under the Roy Rogers trademark. Hardee's recently expanded its hamburger and sandwich menu with fresh fried chicken, becoming the second-largest fried chicken restaurant chain in the world.
 Host Communications, a leading collegiate sports marketing company, assisted Hardee's through its Chicago office in solidifying agreements with the SEC and Big 10.
 -0- 9/13/93
 /CONTACT: W. Maurice Bridges, director, Public Affairs, Hardee's Food Systems, 919-977-8943/


CO: Hardee's Food Systems, Inc.; Southeastern Conference; Atlantic
 Coast Conference; Big Ten Conference; Big Eight Conference ST: North Carolina IN: LEI SU:


BN-CF -- AT004 -- 1170 09/13/93 09:56 EDT
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Publication:PR Newswire
Date:Sep 13, 1993
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