Closing Bell, February 12, 2003

SORENSTAM TO PLAY BANK OF AMERICA COLONIAL IN MAY

Annika Sorenstam today announced that she has accepted an invitation to play in the '03 Bank of America Colonial, which will make her the first woman in over 50 years to play a PGA Tour event. The event is scheduled for May 19-25 at the Colonial Country Club in Fort Worth, TX. Bank of America (BofA) signed a four-year deal reportedly worth about $30M last May to replace MasterCard as title sponsor of the PGA Tour stop. The event has a $5M purse, making it one of the top five-paying events on the PGA Tour. MasterCard had titled the event since '96 (THE DAILY).

The DALLAS MORNING NEWS reports that the tournament's "next hurdle is figuring out how many more tickets the course can offer the public." Bank of America Colonial Chair Dee Finley said, "We really can't sell many more, but we're evaluating what we can sell with what we believe is the public's desire. We want to make it a good experience, so we won't increase the numbers too much." The club has averaged about 42,000-45,000 spectators per day the past few years, but Finley "wouldn't put a number on how many more the course could hold comfortably" (DALLASNEWS.com, 2/12).

BofA spokesperson Brad Russell said company execs are "thrilled" to have Sorenstam playing, adding, "We are very excited to have our name associated with the tournament and with Anna. This is going to be a precedent-setting event" (DFW.COM, 2/12).

Ratings Expectations…

The Daily spoke with various experts within the industry to determine the potential impact Sorenstam's appearance will have on ratings for the event. Last year, third round coverage of the event earned a 1.9/5 Nielsen rating on CBS, while final round coverage earned a 2.8/7. This year, CBS will once again carry weekend coverage, with USA airing the first and second rounds on Thursday and Friday, respectively.

The Sports Business Group President David Carter: "Given the fact that Annika's presence is neither a manufactured media event nor an orchestrated 'battle of the sexes,' ratings should certainly be enhanced. … Her athletic prowess, when bundled with CBS' technical expertise and BofA's sports marketing acumen should result in a very successful event, whether measured in terms of TV ratings or increased sales of financial services."

Golf World's Ron Sirak, who originally broke the news of Sorenstam's possible participation at the Colonial, said, "It will not only make 'SportsCenter' on ESPN, but also the 'CBS Evening News.' Whereas maybe only a half-dozen out-of-state newspapers would normally be at the Colonial, this year there will be dozens."

Sirak added, "I would look for about a 50[%] increase in those ratings numbers if she manages to play the weekend. If she is on the first page of the leaderboard on Sunday, we are looking at doubling that 2.8 number."

Ethan Green, VP of brand-side sponsorship consultancy Redmandarin, said he expects the event to "appeal to LPGA fans, Sorenstam fans, women's sports followers, sports fans who wouldn't usually watch PGA telecasts, and of course, people who are generally curious about newness and spectacles. I wouldn't be surprised to see a 30% ratings increase."

What It Means For Bank of America…

Sirak: "The number of column inches this tournament gets in the print media just went up significantly. … For Bank of America it is a win/win situation. No matter how Sorenstam performs, BofA gets a week in the national spotlight, well worth the $6[M] expenditure they made as the title sponsor."

Green added, "This is reportedly a package with a sizeable media commitment, although PGA Tour entitlements are generally media heavy. If Sorenstam is among the leaders until the end, BofA will have a much easier time justifying the fact that they committed millions to PGA Tour broadcast ad buys."

Green sees BofA's opportunity to cash in at the local level: "The bank has a very strong presence in the Dallas-Ft. Worth market, and I'm sure it will provide opportunities to existing customers to experience the event. However, the real opportunity will likely be to create brand touch points on-site for fans who do not do their banking with BofA."

PGA Tour Players' Reactions…

Phil Mickelson: "I think it is great. I am curious as anybody to see how the best LPGA player of today, and possibly of all time, will play against the men." More Mickelson: "I don't think anybody sees it as she is taking a spot. … We feel like there is plenty of opportunity if you play well to get a spot. This is great for the tournament. I think it will be very good for the LPGA because I anticipate her playing well." Mickelson added, "I think she'll definitely make the cut, and I think she'll finish around 20^th." Asked where he will finish at the Colonial, Mickelson joked, "I hope 19^th or better, but I don't know" (ESPNews, 2/12).

Tiger Woods: "I think it is great she is playing." But Woods added, "It will only be great for women's golf if she plays well. In think if she goes out there and puts up two high scores, then I think it will be more detrimental than it is going to be any good." Woods said Sorenstam's performance will depend on how they set up the golf course (ESPNews, 2/12).

NIKE REPORTEDLY READY TO PLACE AN OFFER FOR FILA

Italian newspaper sources report that Nike is about to make an offer for Fila, and that Morgan Stanley will draw up an expression of interest on Nike's behalf. Nike is said to be ready to offer US$429.4M, including the assumption of US$300.6M of debt. Fila's holding company, HDP, is still in talks with Vanity Fair and Golden Gate on the sale of Fila, but has yet to receive any adequate offers (FINANCIAL TIMES, 2/12).

ESPN'S NBA RATINGS UP 49% OVER SAME TIME PERIOD LAST YEAR

ESPN today reported that after 40 NBA games, the net is averaging a 1.34/(1,162,000 HHs) Nielsen cable rating, up 49% over the equivalent time period last year. For the male 18-34 demo, ESPN is averaging a 1.45/(1,257,388 HHs), up 173% over the equivalent time period last year. ESPN airs games on Wednesday and Friday nights. ESPN2 has aired seven NBA games this season, averaging a 0.90/(780,447 HHs). Five of the games aired on Friday nights, averaging a 0.97/(841,149 HHs) (THE DAILY).

BILL TO PAY UNIV. OF NE FOOTBALL PLAYERS GAINING SUPPORT

The AP reports that NE Gov. Mike Johanns is backing a legislative proposal to pay Univ. of NE football players. Johanns: "Paying the players would be above board and straightforward. College football has become a multimillion-dollar industry that should do much better for its athletes." State Sen. Ernie Chambers introduced the bill that would "require football players to be paid a stipend," but would take effect "only if three other states that have teams in the Big 12 Conference pass similar laws" (AP, 2/12).

LEMIEUX ACKNOWLEDGES KOVALEV TRADE IS HIGHLY UNPOPULAR

While acknowledging that the trading of RW Alexei Kovalev for four "relatively unknown players is highly unpopular" in the Pittsburgh area, Penguins Owner/C Mario Lemieux hopes fans won't protest the move during tonight's home game against the Senators at 7:30pm ET.  Lemieux: "I hope not. I think that most of the fans who are knowledgeable know that this was a tough decision for all of us. I love Kovy as much as the fans do. But we have to stick together in Pittsburgh, and the way to do that is to keep our fans. Hopefully, they keep supporting the franchise" (PITTSBURGH POST-GAZETTE, 2/12).

The Penguins will host players from "Hockey In The Hood," a program that gives inner city youth the opportunity to learn and experience hockey at tonight's game as part of the NHL's "Hockey is for Everyone" program (THE DAILY).

BUZZER BEATERS

Sporting News this week offer its MLB Spring Training Special with Angels OF Tim Salmon on the cover.

Sports Illustrated this week offers 40^th birthday wishes to Wizards F Michael Jordan.

Sporting News	Sports Illustrated

The ST. LOUIS BUSINESS JOURNAL reported that A-B's Michelob AmberBock brand will sponsor the American Poolplayers Association (APA) and the American Darters Association (ADA). As part of the sponsorships, Michelob AmberBock will have "signage in 9,600 retail locations nationwide, and will get exposure through 200,000 members of the APA and 8,500 members of the ADA" (BIZJOURNALS.com, 2/11).

The AP reports that the Cubs "will have a year to settle their dispute with the owners of rooftop bleachers that overlook Wrigley Field." A federal judge has set a February, 23, 2004, trial date for the lawsuit the Cubs filed that "contends the rooftop owners violate copyright laws and directly compete with the club for ticket sales" (AP, 2/12).

A LIGHTER BUZZ

The ST. PETERSBURG TIMES reports that an ad dedicated to Univ. of FL football coach Ron Zook appeared in several newspapers this past Sunday. Approximately 500-600 fans "contributed $90,000 to the campaign via the Gator Country Web site to help finance the ads" (ST. PETERSBURG TIMES, 2/12).

TONIGHT'S EVENTS

Fox Entertainment Group will Webcast its fiscal Q2 '03 results at 4:45pm ET (THE DAILY).

The MLS MetroStars will host the '03 Business-to-Business Corporate Reception from 6:00-9:00pm ET at the Newark Club in Newark, NJ. The event offers tri-state area business execs the opportunity to network, while learning about sponsorship, ticket and hospitality packages available from the team (THE DAILY).

The MLS Wizards will host a watch party, beginning at 6:30pm CT, in the Pavilion at Arrowhead for the team's tape-delayed game versus South African club SuperSport United. Owner Lamar Hunt and GM Curt Johnson will host an official Crusader meeting at halftime. The team will host another watch party Saturday at 7:15am CT for a live broadcast of the team's game against Ajax Cape Town (THE DAILY).

The Blue Jackets will honor the '02 national champion OH State Univ. football team during their 7:00pm ET game against the Sharks at Nationwide Arena (THE DAILY).

The ARIZONA REPUBLIC reported that the "largest crowd to ever watch a soccer match" in AZ, more than 32,000, is expected tonight as the Mexican and Colombian national teams face off at Bank One Ballpark at 8:30pm MT (ARIZONA REPUBLIC, 2/11).

CHANNEL SURFING

Freestyle motocross rider Brian Deegan and Big Wave surfers Mike Parsons and Brad Gerlach will be on FSN's "54321" at 5:00pm ET.

ESPN will air NCAA men's basketball, Virginia-North Carolina, at 7:00pm ET.

ESPN will air Mavericks-Bucks at 9:00pm ET.

ESPN2 will air NCAA men's basketball, Michigan-Indiana, at 7:00pm ET.

ESPN2 will air Flyers-Wild at 9:00pm ET.

ESPN Classic's "SportsCentury" will profile Dale Earnhardt at 8:00pm ET.

Winston Cup driver Tony Stewart and comedian David Chappelle are scheduled to appear on FSN's "BDSSP."

MTV's "Cribs" will feature skateboarder Eric Koston at 10:00pm ET.

A&E's "Biography" will profile Sally Hemmings at 8:00pm ET.

E!'s "True Hollywood Story" will profile the series Beverly Hills, 90210 at 8:00pm ET.

E!'s "Revealed" will profile Alyssa Milano at 10:00pm ET.

HEADLINERS

Here are tonight's headline guests on the following talk shows:

TODAY'S ARTICLES OF INTEREST

USA TODAY's Jarrett Bell writes, "With the door shut on another hiring season for head coaches in the NFL, the league has taken progressive steps toward leveling the playing field for minority candidates. Yet its work is far from done" (USA TODAY).

The ORLANDO SENTINEL's George Diaz profiles driver Bill Lester, who can "remember the first time he stepped foot on NASCAR soil" in '94. He felt "uneasy immediately as he walked up the grandstands to meet a potential sponsor. Confederate flags were flying proudly in the infield. … Unforgiving faces made extended eye contact. There was finger-pointing and whispers." Lester knew why he was attracting so much attention: "He was black" (ORLANDO SENTINEL).

The DENVER BUSINESS JOURNAL's Paula Moore examines the current state of sports marketing, as "the bad economy has prompted many Denver-area companies … to rethink – and sometimes rework – (their) deals." Moore adds, "The degree to which businesses change their agreements depends on how important that marketing is to them and their financial situation" (DENVER BUSINESS JOURNAL).

See The Daily Insider's Articles of Interest section for these and more sports business-related links.

TODAY'S TEASER…

Mindbender: What feature do the words below share?

trout – hectare – stinted – rialto

IN OTHER NEWS……

MEDIA MARKETS DAILY reports that Nielsen Media Research is "quietly pitching a small group of ad agencies and networks on a new service that would provide the kind of minute-by-minute, respondent-level data that would finally enable Madison Avenue to plan and buy ad time on the basis of TV commercial ratings." Sources said that the costs of accessing the data "would be as much as 30% more than" current contract costs (MEDIA MARKETS DAILY, 2/12).

The AP reports that NFL Commissioner Paul Tagliabue yesterday "received an unexpected telephone call" from New Orleans Mayor Ray Nagin. Nagin is leading a "three-day drive to reach 5,800 companies and organizations that have done business with the city's tourist-convention industry in the past," as it attempts to "fill gaps in its convention schedule through 2010." The NCAA was also called (AP, 2/12).

THE DAILY STAT: PRIMETIME NIELSEN RATINGS

The following lists the final Nielsen ratings for the top ten primetime shows for the week of February 3-9. Also provided are viewership averages season-to-date for each net (USA TODAY, 2/12).

…TODAY'S ANSWER

Each can be anagrammed into a word for an occupation: tutor, teacher, dentist, tailor.

If you have any questions, comments or suggestions, please let us know at:
dailyinsider@sportsbusinessdaily.com

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