McDonald's is facing a "crisis," because of a promotion with
the Orlando Magic that started three years ago, according to
ADVERTISING AGE.  When Shaquille O'Neal first joined the Magic,
McDonald's agreed to allow fans to redeem a game ticket stub for
a Big Mac or Egg McMuffin whenever the team scored at least 110
points or more.  Three years ago, that did not happen often, but
so far this year The Magic have reached 110 points-plus in 11 of
its first 13 home games.  If the rate continues, it could cost
McDonald's 536,000 sandwiches (Toronto GLOBE & MAIL, 1/14).

     The events surrounding the final Celtics game in Boston
Garden "will serve as the kickoff to a new merchandising line
called Celtics Legend Collection," according to Jackie MacMullan
of the BOSTON GLOBE.  The line will involve the mail-order sale
of sportswear and memorabilia commemorating past Celtic greats,
with a portion of the proceeds going to a charitable fund to
benefit pre-1964 Boston players.  Celtics Exec VP Dave Gavitt and
Larry Bird have been working on this idea for over a year.  Back
Bay Merchandising will handle the Legends items (BOSTON GLOBE,
1/15).

     The PGA Tour and Bayer Aspirin have formed a multi-year
relationship, making Bayer the "official pain reliever of the PGA
Tour and Senior PGA Tour."  This marks the first time that the
makers of Bayer Aspirin will market the brand using a major
sports sponsorship.  The 3-year deal includes "Smart Play"
vignettes during ESPN Senior PGA Tour events that profile players
improving with age and sponsorship of "A Celebration of the
Senior PGA Tour," an ESPN special (Golin/Harris Communications).

     The National Pork Producers Council tell THE SPORTS BUSINESS
DAILY that they hope to use their Super Bowl ads as a kickoff in
their campaign to make pork the next big U.S. "food trend" (THE
DAILY)....USA TODAY's "Super Bowl Ad Watch" profiles Quaker State
-- the company's one 30-second ad in the 3rd quarter is its first
ever Super Bowl spot -- and Wilson, whose 60-second 4th quarter
is a takeoff on David and Goliath (Dottie Enrico, USA TODAY,
1/16).... Goodyear's Super Bowl ad campaign was profiled on
"Entertainment Tonight's" weekend edition.  The company is
introducing a new tire in conjunction with the campaign ("ET,"
1/15)....In his "The Biz" column, Michael Hiestand calls the
49ers Steve Young, who tapes a Frito Lay ad today that will aired
during the Super Bowl, "the perfect ad prospect" (USA TODAY,
1/17)....In Toronto, Jim Hunt writes on the possibility of a one-
sided game: "How would you like to be an advertiser who has anted
up the big bucks for a spot run in the second half?" (TORONTO
SUN, 1/17).

     Shares of Timberland Co. climbed for the second out of three
trading sessions "amid renewed speculation it may be the target
of a takeover attempt" by Nike or Reebok. Timberland and Nike
offices were closed for the holiday yesterday and Reebok Chair
Paul Fireman was not available for comment.  "A handful of
traders and analysts also tied Timberland's rally to a joint
advertising campaign" with American Express that got underway
during the NFL's conference championship games (BLOOMBERG/N.Y.
POST, 1/17).