SBD/4/Sponsorships Advertising Marketing


     McDonald's and its lead ad agency, Leo Burnett, are upset
that their $250M "piggyback" deal with Coke is not "ambush proof"
during NFL broadcasts.  At issue are "NFL video vignettes" by
PepsiCo-owned Taco Bell and Red Lobster, and Wendy's ads with
Fox's Terry Bradshaw.  "Insiders" say it is unlikely either the
NFL or Fox would provide McDonald's further protection
(BRANDWEEK, 10/31 issue)....  Riddell Sports Inc. had an $8M jury
verdict rendered against it in a product liability action in
federal court in Wichita, KS.  The Company intends to appeal the
decision and has six other similar suits pending (Riddell)....AD
AGENCY NEWS:  The Champion Products Division of Sara Lee Corp.
named Merkley Newman Harty (NYC) to handle its estimated $12M
account, previously at Saatchi & Saatchi.  Also, the French World
Cup Organization Committee signed DDB Needham (Paris) to handle
marketing communications for the '98 tournament (N.Y. TIMES,
11/4)...."Nightly Business Report" reports that Grand
Metropolitan or even Coca Cola might be interested in a buyout of
Quaker Oats (PBS, 11/3)....The City of Los Angeles Marathon
announced that computer manufacturer Packard Bell has signed on
as a sponsor of the '95 marathon.  Packard Bell will be the
race's "official computer" and the firm's computers will be used
to tabulate race data (Packard Bell/L.A. Marathon)....Resort
Sports Network (RSN) has named Jose Cuervo as title sponsor of
its "Entertainment Report" program for '94-'95.  Cuervo's
sponsorship involves event merchandising, promotional give-aways
and other premiums for resort viewers.  The closed-circuit show
informs resort guests of "hot spots" to visit after the slopes
close (RSN)....Asics Tiger Corp. is sponsoring "The Winning Way"
speaker's bureau which features Asics-sponsored women athletes
and coaches who serve as role models for younger female athletes
(Asics).....Technology columnist Michael Schrage writes that Sega
and Nintendo "may be squandering the last, best chance [they
have] to define digital pop culture entertainment for the world's
teenagers" by not putting game systems on-line (WASHINGTON POST,
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Related Topics:

Coca-Cola, McDonalds, NFL, PepsiCo, Sara Lee, Wendys

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