MARKETPLACE ROUND-UP

     NL umpire Joe West recently accepted an undisclosed
settlement from Upper Deck for "alleged unauthorized use of his
likeness" on an action photo of Gary Redus (SPORTS ILLUSTRATED,
12/12 issue)....The PGA released new info on their marketing
techniques.  "This scrutiny comes as pro shops fend off
competition from mass merchants like Wal-Mart and other off-
course stores."  About 70% of all golf-club sales are made in
such off-course stores.  Lew Sherr of Wilson Sporting Goods said
'94 sales at pro shops rose 3% vs. 10% for off-course stores.
The PGA said the average golfer spends $1,572 a year on goods,
fees and travel, for a total of $24B a year.  The biggest
spenders are "country-club traditionals" -- older men who golf at
private courses (WALL STREET JOURNAL, 12/8)....A USA TODAY report
notes that more than a dozen companies have sweepstakes pegged to
the '95 and '96 championship games of many sports (USA TODAY,
12/8)....Coca-Cola's polar bear, familiar to viewers of the '94
Winter Olympics, will return to a new ad campaign.  The campaign
debuts on the holiday episode of "The Simpsons" (USA TODAY,
12/8)....According sporting goods retailers in the Boston area,
Patriots, Boston College and UMass apparel sales "are very, very
hot," while apparel of the Bruins and Red Sox are "ice cold"
(BOSTON HERALD, 12/8)....Indiana University is offering a 29-
inch, limited-edition Bob Knight doll for $545.  A portion of the
proceeds goes to the IN University Library (SPORTS ILLUSTRATED,
12/12 issue).