CIF Victim of Corporate Cuts : Prep sports: Two primary sponsors say they plan to scale back or even eliminate their investments.

Reebok and Pepsi-Cola, primary corporate sponsors of the California Interscholastic Federation, plan to eliminate or scale back investments when their three-year contracts expire at the end of June.

Larry Rice, marketing consultant for the CIF, said Reebok officials informed him late last month that company restructuring will probably reduce its role as a title sponsor.

Rice said negotiations are continuing with Pepsi but that the company is also re-examining its role.

“This definitely is not good news for us,” Rice said. “It is especially bad news for the kids and our schools.”

The CIF governs high school athletics in the state.

Reebok and Pepsi contribute a total of $700,000 a year to the CIF, which passes the money along to its 10 sections. The money is pro-rated according to the size of each section. The Southern Section, the largest in the state, receives about $171,000 a year, or 15% of its budget, from the two companies. The cuts will probably result in increased dues to member schools.

“We’re all just going to have to take a deep breath and figure out what’s next,” said Chris Thomas, Southern Section marketing director. “There is no immediate solution.”

Officials of Reebok and Pepsi could not be reached for comment.

Reebok became a title sponsor six years ago and receives top billing at all section and state playoff events. Pepsi gets second billing. Reebok initially committed $75,000, but is in the final year of a three-year contract worth $1.5 million. Pepsi joined the CIF three years ago and committed $200,000 annually.

Although representatives of both companies have told Rice they might continue as sponsors, it probably will be on a smaller scale.

The CIF is in the midst of reorganizing its approach to corporate sponsorship and is currently interviewing marketing companies to help in gaining new support.

“When we pick a new company, our first order of business will be to sit down and discuss our strategy,” Rice said. “This latest news will certainly have an impact on how we do business.”