This year, with no Olympics or World Series to attract "vast
sports-oriented audiences, the importance of the Super Bowl to
advertisers is only magnified," according to Joe Logan in this
morning's PHILADELPHIA INQUIRER.  Logan profiles Nike's "Stanley
Craver" ads and notes that Nike is one of the big spenders for
the game.  Nike VP/Public Relations Keith Peters on the ad
campaign: "Stanley [Dennis Hopper] will address the nation about
how much he loves football.  It's not a product ad.  It's a
brand, imaging ad" (PHILADELPHIA INQUIRER, 1/24).  An editorial
in this week's ADVERTISING AGE addresses a possible blowout:
"Sure, the NFL and the game advertisers would like a close
contest between two big-city teams each year, but the mega-bucks
marketing and promotion has institutionalized the weekend.  We
should in fact be thankful that marketing will preserve the
weekend, regardless of the point spread" (AD AGE, 1/23).    OTHER
NEWS:  Frito-Lay plans on running an a Doritos ad with Mario
Cuomo likely to make a cameo -- similar to one last year by Dan
Quayle.  PepsiCo, Frito-Lay's parent, and Cuomo will not comment
on the report.  Cuomo: "That will be clarified soon because
you'll have a Super Bowl soon" (N.Y. POST, 1/24). ....USA TODAY's
Super Bowl Ad Watch features FedEx which has bought two :30 ads
with the tagline: "Our most important package is yours" (USA
TODAY, 1/24).
     GAME-RELATED PROMOTIONS:  Atlantic Beverage Co. announced
its Flying Fruit Fantasy Fruitshake program has been selected by
Fine Host Corp., the food service provider for JRS, for
installation at the stadium.  The Fruitshake will make its debut
during the Super Bowl (Atlantic Bev.)... Guests of the Doubletree
Hotels in San Diego and San Francisco will be eligible for
special discounts if they stay over Super Bowl weekend.  Guests
in the winning Super Bowl city will receive an extra discount
(Doubletree).

     "Shares of golf-equipment suppliers were in the rough Monday
after Aldila Inc. announced that this year's earnings likely will
fall below last year's levels."  The news knocked its stock down
51%.  Aldila attributed the expected decline in revenue and
earnings to Callaway Golf Co.'s decision to start buying golf
club shafts from a wide base of companies.  San Diego-based
Aldila is the largest supplier of graphite shafts to Callaway.
Aldila said 66% of its revenue last year came from supplying
Callaway.  The other large maker of clubs, Cobra Golf Inc.,
manufactures its own shafts.  But "many investors mistakenly took
Aldila's announcement as a sign that Callaway's business also
would be down this year."  Callaway's stock dropped nearly 3%
(DOW JONES/ST. LOUIS POST-DISPATCH, 1/24)
     OTHER GOLF NEWS:  Cobra announced that it has received two
individual patents for the cosmetic design and functionality of
all product categories of Cobra's oversize iron heads
(Cobra)....Gamemaker T-HQ announced that the company will publish
"PGA Tour Golf III" for Nintendo and Sega game systems (T-
HQ)....Renaissance Golf Products Chair Miles Doody announced that
Fila Golf will introduce several new products at the '95 PGA
Merchandise Show in Orlando, on January 27-30 (Renaissance).

     Chrysler Corp. may soon "complement its independent media
buying unit Pentacom with a stand-alone special events group
handling event and sports marketing for the Chrysler/Plymouth,
Dodge and Jeep/Eagle divisions," according to a report by Jeff
Jensen in this week's AD AGE. Separately, a Jeep sports marketing
exec last weekend was expected to "pitch a cadre of marketers" --
 including AT&T, IBM, Reebok and Visa -- about joining Chrysler
in forming a syndicate to create "made-for-TV sports events."
The group would also consider buying complete sponsorship rights
and TV time offered by existing sports properties "that satisfy
their marketing objectives."  The proposed special events unit
would handle those programs for all divisions and buy media for
those events.  "Such consolidation would lead to greater
efficiency in the implementation of programs and more cross-
promotion between divisions," writes Jensen.  It is not clear
whether this new division would be part of the company itself,
i.e. Anheuser-Busch's Busch media, or be a separate entity.
Different events that would be created could be similar to the
current "Jeep King of the Mountain Downhill Series" of skiing
events (AD AGE, 1/23).

     Today's MIAMI HERALD is reporting that Deion Sanders might
retire from football if the 49ers win.  Sanders has confided to
at least two friends that getting a Super Bowl ring "will leave
him nothing left to accomplish in football."  Sanders' mother is
reportedly trying to convince him to play one more season -- with
the Dolphins (Dan Le Batard, MIAMI HERALD, 1/24).  Sega's new
contract with Sanders to develop a new video football game and be
a spokesperson for the company "has just become more lucrative"
for Sanders -- if he stays with the 49ers.  People familiar with
the deal say that Sanders will get "substantially more money
overall if he stays with the 49ers -- perhaps twice as much."
The sources say that staying with the team can make him an
estimated $2.5M, but only $1M if he leaves.  Sega reportedly
"engaged in a bidding war with a rival video company" for Sanders
(Rory O'Conner, SAN JOSE MERCURY NEWS, 1/23).

     In an interview in this morning's Ft. Lauderdale SUN-
SENTINEL, Dolphins Owner H. Wayne Huizenga addressed a number of
issues, including the possible renaming of Joe Robbie Stadium.
Huizenga said the fact he included naming rights in the JRS
purchase "wasn't a big deal":  "Why would you pay millions and
millions of dollars and be restricted in what you can do?  Who
knows what happens three years from now or five years from now or
10 days from now?  We've had several people want to put their
names on this building.  But I don't like their names.  For the
sake of X millions of dollars a year, I'm not going to cheapen
this place.  I'm not going to have one of those fancy bowl names
that we can all make fun of.  If the right sponsor came along
with the right name that fits in this area, I'd consider it."
Huizenga also denied rumors that he was holding back 4,000 Super
Bowl tickets for his "bigwig" friends:  "We kept some tickets
back.  They went to our sponsors. They went to our suite holders.
We have contracts, contracts with sponsors that say they are
entitled not to get, but to purchase, Super Bowl tickets.
Everybody purchases" (Eric Conrad, Ft Lauderdale SUN-SENTINEL,
1/24).

     For the 3rd annual Nestle Baby Ruth Shootaround at the NBA
All-Star weekend, the NBA has invited Jeff Hornacek, Chuck
Person, Wesley Person and John Starks to participate
(NBA)....Fluor Daniel confirmed that it has been selected by the
SC-based developer, ScheerSports, to serve as construction
manager for a sports and entertainment arena to be built in
Greenville, SC.  Groundbreaking for the 17,000-seat facility is
scheduled for this spring (Fluor Corp.).... Seattle has been
selected to host two gymnastics events --the '95 McDonald's
American Cup and the Int'l Mixed Pairs competition.  Both will be
televised on NBC and held in the Seattle Center Arena March 2-5
(SEATTLE POST-INTELLIGENCER, 1/24)....Comsat, parent of the
Nuggets, said yesterday it will invest $147M in a new venture
that will offer worldwide mobile telephone service (Baltimore
SUN, 1/24).

     Walt Disney Co is planning to build a one-mile oval on its
complex in Orlando, FL to host a race in the proposed Indy Racing
League.  The Walt Disney World 200 will be held next January as
the inaugural event for the IRL.  The '96 Indy 500 is the only
other event scheduled on what is expected to be a three-to-five
race '96 IRL schedule (VANCOUVER SUN, 1/24).

     "It's probably a good sign that one of the NFL's most
pressing concerns early in this Super Bowl week is a cruise
sponsored by a local 'gentlemen's club' that bills itself as
'hedonism on the high seas,'" writes Kent Somers in this
morning's ARIZONA REPUBLIC.  "Things could be much worse, as the
NFL and the world found out six years ago," the last time the
Super Bowl was in Miami.  During the week preceding the game,
Miami was "torn apart" by rioting after a racial incident
(ARIZONA REPUBLIC, 1/24).  In New York, Wallace Matthews
criticizes the NFL for not helping out the riot-torn part of
Miami back in '89, but he does note that the NFL will donate $1M
to start a youth center in an area near Liberty City, about five
miles from where the rioting occurred.  "Compared with the
revenue generated by the Super Bowl, it doesn't seem like much"
(N.Y. POST, 1/24).  As for the controversial gambling cruise, the
NFL "is scurrying to discourage active and retired players from
attending, although the league has limited clout with former
players."  NFLP VP Don Garber re-emphasized that the cruise was
not a league-sanctioned event.  Garber:  "We'll be watching how
they promote and advertise this thing very closely" (Conrad &
Richey, Ft. Lauderdale SUN-SENTINEL, 1/24).

     As reported in this week's BRANDWEEK, Reebok Int'l confirmed
that it has offered to sponsor the proposed "barnstorming tour"
of striking baseball players.  The MLBPA's executive board will
consider Reebok's reported $25M offer at its next meeting,
January 31 in Washington (Ronald Blum, AP/FT. WORTH STAR-
TELEGRAM, 1/24).  Paul Molitor: "It could be something similar to
Gretzky's tour of Europe, although I'm not sure this one would go
abroad."  According to agent Tony Attanasio, a setup involving
four teams of all-stars who would play round-robin tourneys in 15
cities has been discussed (Mike Zeisberger, TORONTO SUN, 1/24).
Nike VP/Public Relations Keith Peters said his company will not
try to sideline its endorsers from participating: "When we were
trying to stage an all-star series last fall, we hoped it would
truly be all-stars, including Frank Thomas"   -- a Reebok
endorser (Michael Hiestand, USA TODAY, 1/24).

     Riddell Sports Inc. reported that its wholly owned
subsidiary, All American Sports Corp., has acquired the operating
assets and business of Raleigh Athletic Equipment Corp., located
in New Rochelle, NY.  Raleigh is in the business of
reconditioning and distributing athletic equipment, principally
equipment for football to schools and other institutions.
Riddell believes that the acquisition will enhance the company's
marketing of protective equipment and services in the Northeast
(Riddell).

     This week's ADVERTISING AGE prints a complete list of the 25
advertisers (60 spots total) on ABC's broadcast:


  
 
    
COMPANY
    
 
      
# 
        ADS
    
    
 
      
PRODUCT
    
    
LENGTH
    
PLACEMENT
  
  
 
    
Anheuser-Busch
    
 
      
1
    
    
Bud Bowl 
      VII
    
 
      
:60
    
    
 
      
1stQ
    
  
  
 
    
Anheuser-Busch
    
 
      
2
    
    
Budweiser
    
 
      
:30
    
    
 
      
2ndQ
    
  
  
 
    
Anheuser-Busch
    
 
      
2
    
    
Bud Light
    
 
      
:30
    
    
 
      
3rdQ
    
  
  
 
    
Anheuser-Busch
    
 
      
2
    
    
Bud
    
 
      
:30
    
    
 
      
4thQ
    
  
  
 
    
Am 
      Home Prod
    
 
      
1
    
    
NA
    
 
      
:30
    
    
 
      
NA
    
  
  
 
    
Chrysler
    
 
      
2
    
    
Dodge Status
    
 
      
:30
    
    
 
      
2ndQ
    
  
  
 
    
Federal 
      Express
    
 
      
2
    
    
FedEx Software
    
 
      
:30
    
    
 
      
NA
    
  
  
 
    
Ford
    
 
      
1
    
    
Lincoln 
      Continental
    
 
      
:30
    
    
 
      
2ndQ
    
  
  
 
    
Frito-Lay
    
 
      
1
    
    
Doritos
    
 
      
:60
    
    
 
      
Halftime
    
  
  
 
    
HBO
    
 
      
1
    
    
Hollywood 
      Party
    
 
      
:60
    
    
 
      
1st 
        Half
    
  
  
 
    
Honda
    
 
      
3
    
    
Odyssey/Existing
    
 
      
:30
    
    
 
      
4thQ
    
  
  
 
    
Isuzu
    
 
      
1
    
    
Trooper 
      Unlimited
    
 
      
:60
    
    
 
      
3rdQ
    
  
  
 
    
Lee 
      Apparel
    
 
      
3
    
    
NA
    
 
      
:30
    
    
 
      
1,2,3Qs
    
  
  
 
    
Master 
      Lock
    
 
      
1
    
    
Repeat 
      last year's
    
 
      
:30
    
    
 
      
1st 
        Half
    
  
  
 
    
McDonald's
    
 
      
1
    
    
Super Bowl 
      fans
    
 
      
:60
    
    
 
      
1st 
        Half
    
  
  
 
    
N.P.P.C. 
      (Pork)
    
 
      
1
    
    
Taste What's 
      Next
    
 
      
:30
    
    
 
      
2ndQ
    
  
  
 
    
Nike
    
 
      
1
    
    
Dennis 
      Hopper
    
 
      
:90
    
    
 
      
2ndQ
    
  
  
 
    
No 
      Fear Apparel
    
 
      
1
    
    
NA
    
 
      
:30
    
    
 
      
1st/2nd
    
  
  
 
    
Pepsi-Cola
    
 
      
6
    
    
Nothing 
      else...
    
 
      
:30
    
    
 
      
1st/3rd
    
  
  
 
    
Primestar
    
 
      
1
    
    
NA
    
 
      
:30
    
    
 
      
4thQ
    
  
  
 
    
Principal 
      Fin Group 
    
 
      
2
    
    
NA
    
 
      
:30
    
    
 
      
Pre/1st 
        Half
    
  
  
 
    
Quaker 
      State
    
 
      
1
    
    
NA
    
 
      
:30
    
    
 
      
3rdQ
    
  
  
 
    
Soloflex
    
 
      
2
    
    
NA
    
 
      
:30
    
    
 
      
2nd/3rd
    
  
  
 
    
Taco 
      Bell
    
 
      
1
    
    
NA
    
 
      
:30
    
    
 
      
NA
    
  
  
 
    
Toyota
    
 
      
1
    
    
Avalon
    
 
      
:30
    
    
 
      
3rdQ
    
  
  
 
    
Warner 
      Bros.
    
 
      
1
    
    
NA
    
 
      
:30
    
    
 
      
NA
    
  
  
 
    
Wilson 
      Sptg Goods
    
 
      
1
    
    
NA
    
 
      
:60
    
    
 
      
1st 
        Half
    
  


     SOURCE:  ADVERTISING AGE, 1/23 issue.