FOR IMMEDIATE RELEASE
August 23, 1999


Florida Citrus Growers, FHSAA sign sponsorship agreement

LAKELAND – Sportsmanship is the most important lesson taught through participation in interscholastic athletics, says the Florida Citrus Growers, who Monday (August 23, 1999) signed a one-year agreement with the Florida High School Activities Association to serve as the corporate sponsor of the Association’s new sportsmanship campaign.

The "Sport the ‘Tude!" campaign was adopted by the FHSAA Board of Directors at its March 1999 meeting as a means of combating the decline of sportsmanlike behavior in high school athletics. The campaign’s slogan, "Sportsmanship . . . It’s not just an act, it’s an attitude!" , emphasizes the need for student-athletes, coaches, parents and fans to modify their way of thinking and not just their behavior when competing in and or attending athletic events.

The campaign will initially promote sportsmanship through a series of posters, which will be followed by television and radio public-service announcements. The campaign will be tied into the Association’s existing Fred E. Rozelle Sportsmanship Awards program through which, at the end of each school year, member schools that display exemplary sportsmanship throughout the school year are recognized.

"The Florida High School Activities Association is proud to be partnered with the Florida Citrus Growers and the Florida Department of Citrus in this important endeavor," said Robert W. Hughes, Commissioner of the FHSAA. "The Florida Citrus Growers have historically sponsored worthy school programs. We already know that citrus products are a natural energy booster for athletes. Our hope is that this program will boost ethics and integrity in competition as well."

Sponsorship of the FHSAA sportsmanship program was negotiated by the High School Division of Dallas-based Universal Sports America and the Florida Department of Citrus.

The Florida Department of Citrus is an executive branch of the Florida State government, charged with the marketing, research and regulation of Florida citrus. The state’s citrus industry employs more than 100,000 Floridians and provides an $8 billion annual economic impact to the state.

The Florida High School Activities Association is the governing body for interscholastic athletics in Florida. The FHSAA has a membership of more than 600 middle, junior and senior high schools.

Universal Sports America is a full-service, lifestyle and sports marketing company that specializes in developing integrated marketing programs and events on the professional, collegiate and high school level. USA's Streetball International division oversees the management and production for more than 270 worldwide events, many of which are in conjunction with NBC Sports.

Contact:
Jack Watford
Director of Communications, FHSAA
(352) 372-9551 ext. 170
jwatford@fhsaa.org