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brokered a ten-year deal that made Coca-Cola the district’s exclusive beverage supplier, bringing the schools up to $11 million during the life
of the contract (minus DD Marketing’s fee). The deal also provided free use of a 1998 Chevy Cavalier to a District 11 high school senior,
chosen by lottery, who had good grades and a perfect attendance record.
District 11’s marketing efforts were soon imitated by other school districts in Colorado, by districts in Pueblo, Fort Collins, Denver, and
Cherry Creek. Administrators in Colorado Springs did not come up with the idea of using corporate sponsorship to cover shortfalls in a
school district’s budget. But they took it to a whole new level, packaging it, systematizing it, leading the way. Hundreds of public school
districts across the United States are now adopting or considering similar arrangements. Children spend about seven hours a day, one
hundred and fifty days a year, in school. Those hours have in the past been largely free...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08