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It's no longer simply the Age of the Entrepreneur. It's the Age of the Entrepreneurial Award.

As entrepreneurship has increased in public stature, it's begun to attract attention from big companies -- and universities -- as a marketing tool. Back in the 1970s, a few business schools discovered "entrepreneur of the year" prizes as a way to bring role models for students onto campus. Now, the contests have spread to the private sector: in the past two years, Chivas Regal, Avon Products Inc., and Arthur Young Entrepreneurial Services Group all helped launch nationwide contests honoring company builders.

These new sponsors aren't looking for role models, however; although Chivas Regal gives young entrepreneur awards, the brand itself is a long-standing product of the $3.3-billion Seagram Co. But business founders form a prosperous market -- and flattering the entrepreneur seems wise to lots of companies, entrepreneurial or not.