UPDATE 3-Cricket-Hughes shines as Australia reach 299-4

* Hughes falls just short of century

* Clarke and Hussey combine for 101

* Welegedera takes 3-99 (Adds quotes)

HOBART, Dec 14 (Reuters) – Phil Hughes made a solid 86 on his return to test cricket before Michael Clarke and Mike Hussey took up the running and steered Australia to 299 for four at close of play on the first day of the first test against Sri Lanka on Friday.

Hughes was the only batsmen to fall in the final session, lasting only a couple of overs after lunch before being bowled through the gate by Chanaka Welegedera, giving the Sri Lankan seamer his third wicket of the day.

Clarke, who had made 70 not out, and Hussey, unbeaten on 37, batted through the remainder of the day and if the evidence of their prolific partnerships in the recent series against South Africa is anything to go by, will take some shifting.

“Overall, 299 for four puts the ball in our court,” said Hughes. “I thought we were outstanding today. It really gives us momentum going into tomorrow.”

Sri Lanka’s bowlers, dubbed this week as the worst pace attack ever to tour Australia by former test bowler Rodney Hogg, made life uncomfortable for the batsmen at times but struggled for any real penetration under cloudy skies at Bellerive Oval.

“I think we showed we can put Australia under pressure and hopefully the bowlers will be fresh in the morning and we can get them out for less than 100 additional runs,” said Welegedera, who finished with 3-99 on his return after nine months out injured.

Clarke, who passed 1,400 runs for the year, has now put on 731 runs in partnerships with Hussey in the last four tests and will be looking to plunder a few more on Saturday despite taking a couple of painful knocks to his legs.

Friday, however, belonged to Hughes.

The lefthander was recalled to the side on the back of good domestic form following the retirement of Ricky Ponting at the end of the series against the Proteas.

The 24-year-old reached his fourth test half century with a square drive for three runs and then initially accelerated towards a century, most notably with an ugly but effective slog for six off spinner Rangana Herath.

CALAMITOUS RUNOUT

On the ground where his second spell as a test batsman ended amid questions about his technique after two failures against New Zealand last year, Hughes scored eight fours and one six in his 166-ball knock before Welegedera struck with a superb ball.

“It was nice to get a few,” he said. “It would have been nice to get a few more and get into three figures.”

Australia had lost openers Ed Cowan (four) and David Warner in the opening session, the latter run out for 57 on the stroke of lunch after a calamitous misunderstanding with Hughes.

Shane Watson, dropping down to fourth in the batting order to allow Hughes to come in at number three, followed them to the pavilion for 30 shortly before tea, the victim of an exceptional diving catch in the slips by skipper Mahela Jayawardene.

That was a second wicket for Welegedera and a measure of redemption for the bowler after he had Hughes caught behind for 77 only for the umpire to call a no ball.

Welegedera had also made the early breakthrough for the tourists when Cowan tried to pull a short delivery only for the ball to catch him high on the bat and carry to mid-on where Shaminda Eranga took a simple catch.

It could have been even better for the Sri Lankans, who were only centimetres away from the perfect start to the morning after Clarke had won the toss and elected to bat.

Cowan edged the second delivery of the day from Nuwan Kulasekara to the slips but Angelo Mathews was just unable to get his hands to it, despite an athletic dive. (Editing by Peter Rutherford)

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Online gambling companies struggle to clear EU hurdles

LONDON (Reuters) – A partnership stuck on Friday between bwin.party Digital Entertainment and a Belgian casino group has defused one of many disputes pitting online gambling companies against governments across Europe.

The agreement came a month after bwin.party’s co-CEO was questioned by Belgian authorities in an escalating license dispute the company said was costing it 700,000 euros ($ 916,000) in monthly revenue.

By joining forces with Belcasinos, a unit of local casino owner Group Partouche, bwin.party neatly met a requirement to have a presence in Belgium to win a license for online poker, casino and sports betting.

The agreement is a rare bright spot in a tough regulatory environment for online gambling companies across the continent.

Betting online on sports events or playing poker on the Internet are increasingly popular pastimes in Europe, where operators say they are held back by unfair and discriminatory rules in many European Union countries.

“It is not a European Union in any way, it is a patchwork of different countries who happen to be in the EU,” said Professor Leighton Vaughan Williams, director of the betting research unit at Nottingham Business School in central England.

“Different countries have different vested interests and different ideas they are trying to promote. Are they trying to protect consumers or to maximize their tax take?” he said.

The 27 EU member states retain the right to regulate their gambling sectors as they see fit, but rules must comply with EU law, broadly meaning they must be consistent and proportionate.

Some companies are scaling back activities in European markets where, they say, regulatory risks are too high or tax rates are punitive.

Betting exchange operator Betfair for instance said this week it was halting marketing and investment in unregulated markets, including EU members Cyprus, Germany and Greece.

William Hill, Britain‘s largest bookmaker, has joined Betfair in pulling out of Greece and has also stopped offering sports betting to German residents because of a 5 percent turnover tax.

STAKES RISE

The stakes are high. Online gambling is growing at an annual rate of almost 15 percent in the EU and will be worth an estimated 13 billion euros ($ 17 billion) by 2015, according to EU figures.

The European Commission, the EU’s executive, stepped in to the debate in October when it published a medium-term plan to clarify regulations and promote cooperation between member states, ruling out EU-wide legislation for the time being.

“All citizens must be adequately protected, money laundering and fraud must be prevented, sport must be safeguarded against betting-related match-fixing and national rules must comply with EU law,” Internal Market and Services Commissioner Michel Barnier said, setting out his approach.

The online operators accuse the European Commission of failing to follow through properly on complaints lodged about regulation in no fewer than 20 or the 27 EU member states.

Barnier has written to member states accused of breaching EU law in the way they handle gambling, seeking an update on the situation by the end of the year.

However, the industry questions whether the EU will go into battle over gambling when it is facing so many other problems.

“They will chip away at some of the most blatant ones,” said Clive Hawkswood, chief executive of trade body the Remote Gambling Association. “What we really need is for them to take some to the European Court and take enforcement action.”

BRITISH TAXES

Gambling companies themselves have taken advantage of different tax regimes where they work in their favor.

This is illustrated in Britain, historically the biggest betting market in Europe and a place with a well-developed gambling culture where bookmakers have operated in town centers for 50 years.

In recent years, most betting companies have moved their British online betting operations to Britain’s overseas territory of Gibraltar. There they are sheltered from a 15 percent tax on gross profit faced by operators based in Britain.

New legislation will close off that loophole after 2014. The shift to a taxation model based on the location of the consumer was expected to cost gambling companies as much as 270 million pounds ($ 435 million) by 2016-17.

Analyst Nick Batram at brokerage Peel Hunt said smaller players would likely be picked off because of the impact of higher tax and regulatory burdens across Europe.

“It is getting more complicated and more expensive. There is more change afoot but it should ultimately play into the hands of the better-capitalized companies.”

In that vein, William Hill has provisionally agreed a 485 million pound takeover of smaller rival Sportingbet, keen to get its hands on the company’s regulated Australian betting business.

“I think there is a lot more M&A activity to come,” said Batram.

(Additional reporting by Rosalba O’Brien; Editing by David Holmes)

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Late BBC star Savile suspected of 199 crimes: UK police

LONDON (Reuters) – British television star Jimmy Savile is suspected of carrying out an unprecedented number of sex offences including 31 rapes, police said on Wednesday in their most comprehensive review of the scandal.

Revelations about Savile, who died last year, provoked outrage across Britain where he had been a household name since the 1960s.

News of Savile’s crimes threw his main employer the BBC into turmoil, led to resignation of the BBC’s director general just 54 days into his job and provoked awkward questions for his predecessor Mark Thompson, who recently took over as chief executive of the New York Times.

Detectives launched their inquiry 10 weeks ago following reports in a TV documentary that Savile had abused young girls on BBC premises and at hospitals where he did charity work.

Since then, 450 people had come forward with allegations about Savile, mostly dealing with sexual abuse, said police.

Savile was now a suspect in 199 crimes, the vast majority of them involving children or young people, the force added.

“These levels of reporting of sexual abuse against a single individual are unprecedented in the UK,” the police said in a statement.

Detectives have been examining three categories of alleged offences: those involving only Savile, which make up the majority of cases; those involving Savile and others; and those which had no direct link to Savile.

So far six men have been arrested and another questioned by London police.

Those quizzed include Max Clifford, Britain’s most high-profile celebrity publicist, former BBC radio DJ Dave Lee Travis and former glam-rock singer Gary Glitter.

They have all denied any wrongdoing.

“Our officers will continue to investigate allegations made against those who potentially can be brought to justice,” the police statement said. “More arrests nationally will be forthcoming.”

A one-time professional wrestler with a penchant for garish outfits, Savile became famous as a pioneering DJ in the 1960s before hosting prime-time TV shows until the 1990s.

He ran about 200 marathons for charity, raising tens of millions of pounds for hospitals, leading some to give him keys to rooms where victims now allege they were abused.

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CVS Caremark sees Obamacare as expansion opportunity

(Reuters) – CVS Caremark Corp is looking at changes in U.S. healthcare as an opportunity to serve more customers, whether they are picking up prescriptions, getting them through the mail, or stopping by an in-house MinuteClinic for a checkup.

The company, formed when drugstore chain CVS bought pharmacy benefits manager Caremark in 2007 in a $ 27 billion all-stock deal, is set to give details on its strategy as it meets with analysts and investors in New York on Thursday. It also plans to discuss its 2013 financial forecasts.

The coming year stands to be a busy one for the healthcare sector as the United States prepares for 30 million people to join the ranks of insured patients under the Affordable Care Act, or Obamacare, starting in 2014. At the same time, the large population of aging baby boomers and rising demand for specialty drugs stand to be opportunities for companies such as CVS.

The industry is already seeing rapid growth in the number of people signing up for Medicare Part D prescription plans.

“You’ve got 10,000 baby boomers becoming eligible for Medicare every day now,” CVS Chief Executive Larry Merlo said, referring to the health insurance plan for seniors. “The change is upon us and it will evolve over the next several years.”

Merlo asserts that CVS can play a bigger role in getting patients with chronic conditions to stick to their drug regimens, which can save billions of dollars.

About half of Americans suffer from one or more chronic diseases and of those who are newly diagnosed with a chronic disease, such as diabetes, almost 50 percent failed to stick with their drug regimen in the first year, Merlo said.

“The lack of medication adherence is costing our healthcare system some $ 300 billion a year in unnecessary costs,” he said.

While CVS prepares for next year, its main competitors have come under pressure.

Drugstore leader Walgreen Co is trying to lure patients back to its stores after reaching a new contract with Express Scripts Holding Co , CVS Caremark’s largest competitor in the pharmacy benefits manager business (PBM).

In November, Express Scripts said that its business would come under pressure in the weak economy, leaving analysts to question that company’s strategy in the wake of its acquisition of another PBM, Medco Health Solutions.

Merlo declined to comment on whether CVS’s strategy would include any acquisitions, though “bolt-on” acquisitions to support its retail or PBM units are always being reviewed.

CVS also runs roughly 650 MinuteClinic health care clinics, which have seen more patients come in. The day after Thanksgiving was the clinics’ busiest day to date, with 19,000 visits on November 23. CVS expects more than 3 million visits to MinuteClinic in 2012.

Eight of the more than 7,400 CVS stores remain closed after being significantly damaged by Hurricane Sandy. Six should reopen by the end of 2012 and the rest may reopen by the end of the first quarter of 2013, Merlo said.

CVS already said that costs associated with the massive storm would reduce its fourth-quarter earnings by as much as 1 cent per share.

Its third-quarter profit came in a penny ahead of analysts’ expectations, with growth in both the pharmacy benefits management business and the drugstore chain.

(Reporting by Jessica Wohl in Chicago; Editing by Leslie Gevirtz)

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Airlines: 2013 profits to rise thanks to cost cuts

GENEVA (AP) — Airlines‘ profits will improve to $ 8.4 billion in 2013, mainly reflecting cost cuts and restructuring measures taken to compensate for stalling economic growth, the global industry‘s trade group forecast Thursday.

For 2012, the industry anticipates net profits of $ 6.7 billion based on strong second and third quarters — particularly for larger carriers with bigger economies of scale — despite high fuel prices and weaker demand.

But the 2013 results would still be below the $ 8.8 billion earned in 2011 and $ 15.8 billion in 2010. The net profit margin, at 1 percent, would also be well below the 7 to 8 percent officials say is needed to recover capital costs.

The International Air Transport Association‘s annual review focused on the impact of annual world economic growth falling below 2 percent and Brent crude oil trading at $ 109.5 a barrel.

“Airlines have adjusted to this difficult environment through improving efficiency and restructuring,” said Tony Tyler, chief executive of the Geneva-based global trade group.

Tyler told reporters in Geneva that airlines’ financial performance hinged partly on their size.

“Economies of scale are helping larger airlines to cope much better with the difficult environment than small and medium-sized carriers which continue to struggle,” he said.

IATA, whose 240 member airlines carry 84 percent of all passengers and cargo, said the industry’s overall revenue in 2013 is expected to rise to $ 659 billion from $ 637 billion this year, while costs will go up to $ 640 billion from $ 623 billion.

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Aides: Chavez in tough fight, may miss swearing-in

CARACAS, Venezuela (AP) — Somber confidants of President Hugo Chavez say he is going through a difficult recovery after cancer surgery in Cuba, and one close ally is warning Venezuelans that their leader may not make it back for his swearing-in next month.

Information Minister Ernesto Villegas said Wednesday night that Chavez was in “stable condition” and was with close relatives in Havana. Reading a statement, he said the government invites people to “accompany President Chavez in this new test with their prayers.”

Villegas expressed hope about the president returning home for his Jan. 10 swearing-in for a new six-year term, but said in a written message on a government website that if Chavez doesn’t make it, “our people should be prepared to understand it.”

Villegas said it would be irresponsible to hide news about the “delicateness of the current moment and the days to come.” He asked Venezuelans to see Chavez’s condition as “when we have a sick father, in a delicate situation after four surgeries in a year and a half.”

Moving to prepare the public for the possibility of more bad news, Vice President Nicolas Maduro looked grim when he acknowledged that Chavez faced a “complex and hard” process after his latest surgery.

At the same time, officials sought to show a united front amid the growing worries about Chavez’s health and Venezuela’s future. Key leaders of Chavez’s party and military officers appeared together on television as Maduro gave updates on Chavez’s condition.

“We’re more united than ever,” said Maduro, who was flanked by National Assembly President Diosdado Cabello and Oil Minister Rafael Ramirez, both key members of Chavez’s inner circle. “We’re united in loyalty to Chavez.”

Analysts say Maduro could eventually face challenges in trying to hold together the president’s diverse “Chavismo” movement, which includes groups from radical leftists to moderates, as well as military factions.

Tapped by the 58-year-old president over the weekend as his chosen political heir, Maduro is considered to be a member of radical left wing of Chavez’s movement that is closely aligned with Cuba’s communist government.

Cabello, a former military officer who also wields power within Chavez’s movement, shared the spotlight with Maduro by speaking at a Mass for Chavez’s health at a military base.

Just returned from being with Chavez for the operation, Cabello called the president “invincible” but said “that man who is in Havana … is fighting a battle for his life.”

After Chavez’s six-hour operation Tuesday, Venezuelan television broadcast religious services where people prayed for Chavez, interspersed with campaign rallies for upcoming gubernatorial elections.

On the streets of Caracas, people on both sides of the country’s deep political divide voiced concerns about Chavez’s condition and what might happen if he died.

At campaign rallies ahead of Sunday’s gubernatorial elections, Chavez’s candidates urged Venezuelans to vote for pro-government candidates while they also called for the president to get well.

“Onward, Commander!” gubernatorial candidate Elias Jaua shouted to a crowd of supporters at a rally Wednesday. Many observers said it was likely Chavez’s candidates could get a boost from their supporters’ outpouring of sympathy for Chavez.

Opposition leader Henrique Capriles, who lost to Chavez in the October presidential election and is running against Jaua, complained Wednesday that Chavez’s allies are taking advantage of the president’s health problems to try to rally support. He took issue with Jaua’s statement to supporters that “we have to vote so that the president recovers.”

Maduro looked sad as he spoke on television, his voice hoarse and cracked at times after meeting in the pre-dawn hours with Cabello and Ramirez. The pair returned to Venezuela about 3 a.m. after accompanying Chavez to Cuba for his surgery.

“It was a complex, difficult, delicate operation,” Maduro said. “The post-operative process is also going to be a complex and hard process.”

Without giving details, Maduro reiterated Chavez’s recent remarks that the surgery presented risks and that people should be prepared for any “difficult scenarios.”

The constitution says presidents should be sworn in before the National Assembly, and if that’s not possible then before the Supreme Court.

Former Supreme Court magistrate Roman Duque Corredor said a president cannot delegate the swearing-in to anyone else and cannot take the oath of office outside Venezuela. A president could still be sworn in even if temporarily incapacitated, but would need to be conscious and in Venezuela, Duque told The Associated Press.

If a president-elect is declared incapacitated by lawmakers and is unable to be sworn in, the National Assembly president would temporarily take charge of the government and a new presidential vote must be held within 30 days, Duque said.

Chavez said Saturday that if an election had to be held, Maduro should be elected president.

The dramatic events of this week, with Chavez suddenly taking a turn for the worse, had some Venezuelans wondering whether they were being told the truth because just a few months ago the president was running for his fourth presidential term and had said he was free of cancer.

Lawyer Maria Alicia Altuve, who was out in bustling crowds in a shopping district of downtown Caracas, said it seemed odd how Maduro wept at a political rally while talking about Chavez.

“He cries on television to set up a drama, so that people go vote for poor Chavez,” Altuve said. “So we don’t know if this illness is for that, or if it’s that this man is truly sick.”

Some Chavez supporters said they found it hard to think about losing the president and worried about the future. His admirers held prayer vigils in Caracas and other cities this week, holding pictures and singing hymns.

Chavez has undergone four cancer-related surgeries since June 2011. He has also undergone months of chemotherapy and radiation treatments. Throughout his treatments, Chavez has kept secret some details of his illness, including the exact location and type of the tumors.

Ecuadorean President Rafael Correa wished his close ally the best, while also acknowledging the possibility that cancer might end his presidency. “Chavez is very important for Latin America, but if he can’t continue at the head of Venezuela, the processes of change have to continue,” Correa said at a news conference in Quito.

___

Associated Press writer Christopher Toothaker contributed to this report.

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iPad mini deemed a ‘game changer,’ outgrew Kindle Fire by nearly 50%

Smaller tablets in the 7-inch range have been on the market for more than two years now, but it looks like it took Apple (AAPL) just one month to vault to the top of the category. Mobile advertising firm Millennial Media recently published the findings of a study pitting the iPad mini against Amazon’s (AMZN) popular Kindle Fire, which has been an extremely popular iPad alternative since it first launched last year. According to Millennial, iPad mini usage grew about 50% faster during early November than the Kindle Fire did immediately following its successful launch last year, as measured by ad impressions served by the firm’s network.

Millennial found that impressions served to the iPad mini in early November grew at an average daily rate of 28%. In the weeks following the Kindle Fire’s launch last year, usage of Amazon’s tablet grew roughly 19% each day.

“In the first weeks after the iPad mini went on sale, we saw an average daily growth in impressions of 28 percent. Last holiday season, Amazon launched the Kindle Fire to much anticipation, Millennial Media’s Matt Mills wrote on the company’s blog. “As a comparison, we saw Kindle Fire impressions grow at an average daily rate of 19 percent in the first two weeks after it went on sale last year. So, by our math it looks like Apple could have itself another massive holiday season.”

Mills called the iPad mini a “game changer” and said he expects “a massive amount” of iPad mini tablets to be given as gifts this holiday season.

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Publisher Bonnier, Flingo partner to make Smart TV Apps

NEW YORK (TheWrap.com) – Bonnier, the publisher of magazines like Savuer and Popular Science, and Flingo, the largest publisher of apps for Smart TVs, have partnered to create a series of apps extending Bonnier’s titles onto Internet-enabled TV sets and set-tops boxes like the Roku.

Together, they will release a new app for each magazine, offering videos, images and archival content for fans. Savuer has a couple of web series, including “The Test Kitchen” which helps home chefs learn how to peel garlic or dice an onion. Those videos, currently on Saveur’s website YouTube channel, will resurface in the apps, which will be distributed for free in app markets thanks to advertising and sponsors.

Though smart TVs remain a small segment of the TV market, Bonnier believes it is an ideal platform for leading media companies to extend their brand.

“This is about going after new technologies and being at the forefront,” Sean Holzman, Bonnier’s Chief Brand Development Officer, told TheWrap. “We don’t look closely at what other publishing companies may be doing. Flingo has a universe of 15 million devices and that should double in 2013.”

The emphasis will be on video since research demonstrates that it remains the top activity, even more than gaming.

Ashwin Navin, CEO of Flingo, said that while many media companies are putting secondary titles on Internet-enabled TVs, Bonnier is using its top titles.

“Major media companies aren’t putting their crown jewels on smart TVs,” Navin told TheWrap. He added that when they measure how long users spend online with certain brands, websites register just a few minutes.

“You see 10 times that in a TV app. People are more captive and less ADD.”

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Outlook remains cloudy for fiscal “cliff” deal

WASHINGTON (Reuters) – More public jousting from both sides in the “fiscal cliff” talks is expected on Wednesday in what has become a daily ritual of mutual “you go first” calls for more specifics in proposals to avert the steep tax hikes and budget cuts set for the end of the year.

On Tuesday the White House and House of Representatives Speaker John Boehner traded offers still couched in broad and familiar terms that neither side found sufficiently detailed.

If the public back and forth between Boehner and President Barack Obama reflects what’s happening behind the scenes, negotiations to avoid the cliff have a long way to go in the short time remaining in 2012.

Obama and Boehner each have proposed cutting deficits by more than $ 4 trillion over the next 10 years as a way of averting the cliff, but they differ on how to get there. Economists have warned that failure to strike a deal could send the economy back into a recession.

On Tuesday Boehner rejected what the White House viewed as a concession, shrinking the proportion of deficit reduction to come from revenue from $ 1.6 trillion over 10 years to $ 1.4 trillion. Boehner has called for $ 800 billion in revenue through tax reform.

There were also reports, unconfirmed by either side, that the White House has repeated a proposal it made in February to consider reductions in corporate tax rates.

That proposition is considered relatively uncontroversial compared to such politically sensitive matters as cutting entitlement programs such as Medicare, the government health insurance program for the elderly.

‘PLAYING TO THE MEDIA’

White House Press Secretary Jay Carney, commenting Tuesday on suggestions of vagueness in Obama’s dealings with Boehner, responded by holding up copies of prior administration budget proposals that include, among other things, corporate tax reductions, and comparing them to the two-page offer that Boehner has sent to the White House.

A senior Republican fiscal hawk, Senator Tom Coburn of Oklahoma, faulted both sides for playing politics.

“There’s no leadership in Washington either at the presidential level or the leadership level in Congress,” Coburn said on CNN Tuesday night. “People are playing to the media rather than playing to the future of the country.”

Kentucky Republican Senator Rand Paul suggested in a Fox News interview late on Tuesday that, to get things moving, the House vote on the stickiest issue, whether to extend expiring tax cuts to all taxpayers except high-earners, as Democrats want, or to everyone, as Boehner wants.

Republicans would simply vote “present” on the Democratic plan, he said, allowing it to pass.

Let the Democrats approve a tax increase on upper-income taxpayers, he said.

But “do it with their votes, not our votes. Republicans vote present in the House. Democrats can pass the tax increase with only Democrat votes and then the Democrats are the parties of high taxes and the Republicans are the party of lower taxes. And I think that’s the way it should be.”

(Editing by Xavier Briand)

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Doing the College Bowl Game Shuffle

In 1997, when the Arizona-based Copper Bowl was rechristened the “Insight.com Bowl”—and billed as “the first bowl game to be sponsored by an electronic commerce Web site”—it touched a nerve. Sports columnists called the tech suffix “ridiculous.” To echo one cantankerous newspaper writer: “What next? A flag game matching sororities, sponsored by AirTouch?”

Be careful what you wish for. More than a decade later, the Peach Bowl and the Citrus Bowl have been replaced by the Chick-fil-A Bowl and the Capital One Bowl (COF), respectively. The Humanitarian Bowl is no more—it’s now the Famous Idaho Potato Bowl. Teams from the Big East and Conference USA conferences duke it out in the Beef ‘O’ Brady’s Bowl, located in St. Petersburg, Fla. Speaking of which, the Gator Bowl, hosted every year in Jacksonville, Fla., is now the Taxslayer.com Gator Bowl. And starting this year, the once controversial Insight Bowl (the “.com” was dropped in 2002 after the bubble burst) will be known as the Buffalo Wild Wings Bowl (BWLD), named after the Minneapolis-based chain of sports bars.

Some fear the bowl market is getting saturated. “I understand the financial considerations of getting those [sponsorship] checks,” says Kevin Adler, president of Engage Marketing. “But I think some of these bowls devalue themselves with the type of brands they associate with.”

Regardless, this year marks the introduction of three newly renamed bowl games to the mix. What they pay for the title sponsorships is just as mutable as the ever-shape-shifting bowl landscape. “The agreements are always changing,” says Doug Shabelman of Burns Entertainment & Sports Marketing. “With the economy, you’re seeing these bowls and marketers getting as creative as possible. The marketer might pay $ 350,000 to be the title sponsor, but they’ll guarantee exposure in other advertising. It’s like a combination of marketing efforts. Everyone is looking to see where they can get added value.”

Here’s a quick rundown of the NCAA’s newest postseason sponsorships, as well as a rough estimate of what they paid for the title rights:

The Russell Athletic Bowl
Estimated title sponsorship value: $ 350,000 to $ 550,000
This summer, the Kentucky-based sports-apparel manufacturer Russell Athletic partnered with Florida Citrus Sports on a deal to be the title sponsor of the Orlando-based game through 2015. The previous title sponsor from 2004 to 2011 was Champs Sports. The agreement makes Russell Brands (no relation to this guy) the sole apparel provider for this game, the nearby Capital One Bowl, and the Fresh From Florida Parade. Last year’s Champs Sports Bowl, between Florida State and Notre Dame, drew 68,305 ticket holders and 6 million viewers on ESPN.

Heart of Dallas Bowl
Estimated title sponsorship value: $ 350,000 to $ 550,000

In 2010, the AT&T Cotton Bowl Classic (T) was relocated from the Cotton Bowl, a stadium in downtown Dallas, to the gleaming Cowboys Stadium in nearby Arlington. Last year, the contest that took place in the actual Cotton Bowl was the TicketCity Bowl. This year, the game will bear the name Heart of Dallas, a new nonprofit group that will direct funding to a local homeless charity. The “presenting sponsor” is PlainsCapital Bank (HTH), “with additional support from MetroPCS (PCS), Dallas Convention and Visitors Bureau, Omni Hotels and Hyatt (H).” The payout to participants is $ 1.1 million. According to an editorial in the Dallas Morning News, locals are pleased—mostly with the name. “Simple and descriptive, the name also carries potentially great meaning,” the editorial board wrote.

Buffalo Wild Wings Bowl
Estimated title sponsorship value: “$ 2 million plus”
This year, Arizona’s Fiesta Bowl, which had operated the Insight Bowl, announced that it had entered into a multi-year deal with the Minnesota-based sports-bar chain after Insight Enterprises (NSIT), based in Tempe, Ariz., didn’t re-up its title sponsorship. The payout to participants in the game is $ 3.35 million. According to filings with the U.S. Securities and Exchange Commission, it’s estimated that Insight paid roughly $ 2 million for the last two bowl games.

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