SBD/7/Sponsorships Advertising Marketing


     Attention sponsors:  the Jaguars are still trying to sell
the naming rights to the "Gator Bowl" to a corporate sponsor.  So
far no company has come forward with the $300,000-$1M a year
asking price (USA TODAY, 12/7)....Molson Breweries has lost a
court fight against John Labatt Ltd.'s use of "Winchester Gold"
for one of its beers.  Molson argued that the name was too
similar to Molson Golden, but the court said that Molson's
trademark did not extend to the word "gold" or "golden" (Toronto
GLOBE & MAIL, 12/7).... Quaker Oats has completed its $1.7B
tender offer for the shares of the Snapple Beverage Corp. (N.Y.
TIMES, 12/7).... Investor Warren Buffett said he has not decided
whether to remain on the board of USAir, but he did say that his
$385M investment in the company was a mistake (WASHINGTON POST,
12/7)....INSIDE MEDIA's "Ear" column notes SPORTS ILLUSTRATED's
launch of a new CD-ROM sponsored by De Beers diamond makers.
Targeting the disk to young men, "the interactive De Beers
messages on the disk help demystify the process of picking out a
diamond engagement ring."  But there are questions about the
popularity of anything titled "The Year in Sports, 1994" (COWLES
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