• by David Goetzl  @dgoetzl, September 11, 2008

ESPN has signed ConocoPhillips as the new title sponsor of an early-season college basketball tournament. The company will place its 76 brand--known for its globe-shaped, orange signs--on the marquee.

The newly named 76 Classic is set for three days in late November in Southern California. Eight teams will compete, and the title game will be aired on ESPN2.

The multi-ear Conoco deal is handled by ESPN's marketing and syndication arm (ESPN Regional Television), which owns multiple college-basketball tournaments and college-football bowl games. ESPN has been making an effort to gain equity in events it adds value to via its broadcasting of them. p> CononcoPhillips is also the title sponsor of the Big 12 basketball tournament with its Phillips 66 brand.