UCLA's marketing doesn't stop at the county line

Fresno State fans.

UCLA ran a quarter-page ad in the Fresno Bee newspaper that read, "Fresno State vs. UCLA," and underneath it, "So you can say 'I was there.' "

It raises the question, is green a more desirable color than powder blue?

Fresno State Coach Pat Hill said this week that 20,000 to 25,000 Bulldogs fans will make the trip to the Rose Bowl for the game. The Bruins' ad campaign appears to be an attempt to ensure, or increase, those numbers.

"It plays off the Rose Bowl being our home stadium," said Scott Mitchell, UCLA's director of marketing. "It's a long-term brand name."

Mitchell added, "The way we have it structured, it's clearly branded towards Fresno State fans. We hope to continue to see larger and larger crowds."

UCLA's marketing department ran ads that proclaimed, "The college football monopoly in Los Angeles is over," before the season and "bandwagon seats still available" a week after the season-opening victory over Tennessee.

A Sloan start

Bruins' middle linebacker Steve Sloan made his first start Saturday against Arizona. He finished without a tackle in the 31-10 loss.

"[Linebacker's coach] Chuck Bullough and I were trying to figure out that out," defensive coordinator DeWayne Walker said.

Still, Walker was unconcerned.

"I want him to play within himself and not be concerned how many plays he makes," Walker said. "I'm concerned about him doing his job and not messing up plays. Once he gets comfortable being in on every down. The plays will come to him."

Sloan was inserted into the lineup after Kyle Bosworth suffered a strained knee against Brigham Young. Bosworth is out at least another week. His injury forced middle linebacker Reggie Carter to move outside to Bosworth's weak-side spot.

chris.foster@latimes.com