Business of Sports - Tostitos Sponsorship of BCS

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Wondering if the Tostitos sponsorship of the BCS National Championship game and the Fiesta Bowl are paying off for them?   They've faced some criticism for the way Brent Musburger inserted their brand name in the game - something Tostitos said they had nothing do do with. 

I can't say for sure that it is money well spent, but based on the buzz on Google searches - which goes through the roof AROUND THE WORLD, I'd say it is money well spent.   They always get a smaller spike around Bowl Season, but this year, the public was clamoring for more info.  Anyone have any insight into why there are summer surges?  The world craving nachos?



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