Once upon a time, harsh hacks and analysts referred to Computer Associates as the company where ageing software goes to get the last ounce of life squeezed out of it before it dies. That's a little rough considering the sharemarket confidence being shown in the New York-based company and the record profits it is generating, but also a complement to what has proven to be a good business model.
Last week, however, the only notable association of CA's that was being mentioned was its sponsorship of the ACT Brumbies Super 12 rugby union team, five of whom have been under public scrutiny following a drunken romp in Soth Efrica.
It seems that last week you couldn't open a newspaper or turn on the TV without seeing some well-paid footy jock or administration staffer with a Computer Associates logo emblazoned prominently. Brand awareness is something CA has been focusing on for a couple of years and certainly in South Africa, New Zealand and Australia it has scored big from this caper.
We even saw 30-something Aust-ralian managing director, John Ruthven - looking old before his time, by the way - being interviewed on the nationally-aired, Network Ten daily show, Sports Tonight.
Signing up the Brumbies has been a tactically brilliant move. Not only have they been the best-performed Australian team in the competition but, through this incident, have become the best known representative team in any code in Australia.
Tabloid is tipping that CA's corporate communications man, David Sanday, a footy fan, is grinning like a Wallaby after a Bledisloe Cup win over the whole incident.