SBD/7/Sponsorships Advertising Marketing


     Hershey will again sponsor the Reese's International
Gymnastics Cup, held for the first time last year.  The event
will take place January 25, and be televised on ABC March 11
(BRANDWEEK, 11/7 issue)....During the Knicks-Celtics opening
game, the Celtics wives presented the American Cancer Society and
the New England Baptist Hospital each with $90,000 checks
(Celtics)....The third annual Jerome Brown Foundation's Reception
and Celebrity Auction took place last Friday.  Since its
inception in '92, the Foundation has raised more than $200,000 to
benefit underprivileged children (Brown Foundation)....Some of
Canada's top curlers are seeking a more aggressive players'
association to give them a greater say in their sports and bigger
share of its growing revenues.  The players and the sport's
governing body, the Canadian Curling Association, have been
"feuding since last year over whether competitors should be
allowed to wear their sponsors' corporate logos at the Brier"
(EDMONTON JOURNAL, 11/5)....Walt Disney Co.'s Disney Consumer
Products division has moved its $6-8M account from Earle Palmer
Brown to Butler, Shine & Stern.  Disney is relaunching the
campaign for five brands of products, ranging from infant toys to
sporting goods (AD AGE, 11/7 issue)....."60 Minutes" ran a story
on the infiltration of American culture in France.  One French
teenager:  "When you go in the school, you can see all the young
people with Nike and Reebok shoes because it's the way to be in"
(CBS, 11/6)....Japan Airlines offers a $600 putter for sale to
its int'l customers made of titanium.  The metal comes from
recycled Boeing 747 fan engine blades (ST. LOUIS POST-DISPATCH,
11/7).... Nike is helping with the promotion of the movie "Hoop
Dreams."  Nike is paying for radio promotions in the top 10
national markets as well as lending its logo to print and movie
ads (N.Y. TIMES, 11/7).... Bullets forward DON MCLEAN missed the
first two games of the season due to a severe blister on his
foot.  McLean signed a shoe deal with Adidas after winning the
NBA's Most Improved Player Award last season, switching from
Nike. McLean is reportedly uncomfortable with the new Adidas
footwear, and will go back to wearing Nike's while returning his
contract money to Adidas (WASHINGTON TIMES, 11/5).
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