Top officials of the NFL, News Corp. and Reebok took time
out from Super Bowl week to elaborate on the specifics of the
World League of American Football, scheduled to debut this spring
in six European cities.  Reebok was presented as the league's
first sponsor and the official supplier of uniforms, shoes and
sideline apparel.  In addition, the NFL announced that News Corp.
was joining the World League as a 50/50 partner.  Joining NFL
Commissioner Paul Tagliabue and NFL President Neil Austrian, were
WLAF President & CEO Marc Lory, Fox Sports President David Hill,
WLAF consultant Bill Walsh, and Reebok Senior VP of Marketing
Dave Ropes.  The teams:  Amsterdam Admirals, Barcelona Dragons,
Frankfurt Galaxy, London Monarchs, Rhein Fire, Scottish
Claymores.          FROM THE LEAGUE:  NFL President Neil Austrian
would not expand on any "specific timeframe" for expansion beyond
Europe or how the league would measure the WLAF's success there.
But he did tell THE SPORTS BUSINESS DAILY that the presence of
"strong partners" would differentiate this venture from the
WLAF's first effort.  Austrian:  "Fox, witnessed by Murdoch, has
a great interest in expanding this to Asia and other parts of the
world, and I think they're ready to go as soon as we feel
comfortable.  So, whether it's two years, three years, four
years, I couldn't say at this point.  But the overall intent when
we got together with News Corp. was that this would truly be a
World League, not just six teams in Europe."  Austrian said the
marketing of the WLAF in the U.S. would be "totally non-
aggressive":  "The merchandise will probably walk off the shelves
over here.  I think it's great merchandise.  But the game itself
is being developed as a European game right now, and we plan to
focus all of our marketing attention right there."  Austrian said
they would encourage Reebok to sell WLAF merchandise in the U.S.
Bill Walsh, who is serving as a consultant to the league, noted
the love for soccer in Europe:  "We're going to speed up American
football."
     FOX'S VIEW:  News Corp. Chair Rupert Murdoch addressed the
news conference from Washington via video hook-up.  Murdoch:  "I
know the tremendously exciting game of American football can
transcend the boundaries of this country."  Murdoch said that
News Corp. would televise the games on Sky TV in Britain and Fox
Germany, with every intention of keeping the games live.  After
the news conference, Fox Sports President David Hill told THE
SPORTS BUSINESS DAILY said that the sale of ad time would be the
responsibility of the local broadcasters.  Asked whether the
decision to partner with the NFL on the WLAF was related to Fox's
NFC contract, Hill said News Corp., as "the world's biggest
international broadcaster," saw the World League as a "great
opportunity.  But they're two totally separate entities."
     REEBOK:  Reebok's Dave Ropes: "Our global alliance with NFL
Properties and our sponsorship of the World League of American
Football are significant opportunities for Reebok to advance both
our performance footwear and apparel technologies and enhance our
brand's visibility."  Reebok staged a fashion show of the WLAF
uniforms.

     Coca-Cola Co. posted fourth quarter net income 22% higher
than the last quarter of '93.  In December, the company had
projected a sales hike of 10-12%.  Int'l case sales jumped 13%
and U.S. case sales "posted their biggest increase in years" of
8%.  The int'l boost was helped by new markets in India, three
new plants in Poland, and one in Moscow.  U.S. sales were
credited to "solid increases" in core brands and also  of new
products such as the Fruitopia drinks, PowerAde and Minute Maid
Juices To Go (Chris Roush, ATLANTA CONSTITUTION, 1/27).
     RED WOLF: Red Wolf Lager, the first beer introduced by the
Specialty Brewing Group of Anheuser-Busch, Inc. will expand its
distribution to a nationwide basis beginning Monday.  The
national roll-out will hit 31 states across the Midwest,
Southwest, West and Pacific Northwest.  To help drive brand
awareness, the beer will be supported by a TV, radio, print, and
outdoor advertising campaign with the theme "Follow Your
Instincts" (Anheuser-Busch).
     MILLER: Miller Brewing Company has jumped into the Chinese
beer market by acquiring a minority investment in Asimco, a
Beijing-based investment company.  As part of the deal, Asimco
has purchased 60% stake in Five Star Beer Group, and Three Ring
Beer, giving Miller a minority stake in these companies (WALL
STREET JOURNAL, 1/27).

     Following is the full script of Frito-Lay's Doritos ad
featuring Mario Cuomo and Ann Richards.  With Auld Lang Syne
playing, Cuomo helps Richards pack up her office.  While they are
talking about "change," Richards pulls out a newly designed bag
of Doritos.  Richards: "Mario, I haven't seen a change like this
since I was knee high to a June bug."  Cuomo: "Ann, I was as
surprised as you are."  Richards: "Well, I should have seen it
coming."  Cuomo: "Maybe so, but now I think we ought to accept
this change, embrace it, be positive about it, because change can
be very exciting."  Richards: "You're probably right, Mario.  I
guess I'll get used to Doritos' brand-new bag."  Cuomo: "There
you go."  Announcer: "This year's big change is Doritos.  More
great taste, brand-new bag."  Cuomo: "Too bad about the Cowboys,
Ann."  Richards:  "They always won when I was Governor" (Frito-
Lay).  CNN's Judy Woodruff: "Who said there's not life after
politics?" ("Inside Politics," CNN, 1/26).  A second Richards-
Cuomo spot was featured on CBS last night.  Excerpt:  Richards
and Cuomo seated on a sofa, watching the game.  Richards: "Gee,
Mario.  Both these teams are great.  It's a shame there can only
be one winner."  Cuomo: "Don't I know it" ("CBS Evening News,"
1/26).

     L.A. GEAR:  L.A. Gear Inc. announced that it estimates a
4thQ net loss of approximately $15M and an approximate $22.2M net
loss for its fiscal year ended November 30, 1994.  L.A. Gear
Chair & CEO Stanley Gold and President & COO William Benford
reported: "While reporting a loss is very disappointing, we
should not overlook the progress we have made in the past year.
... In 1995, the company will focus on a return to its roots in
the women's and children's markets.  We intend to re-establish
our brand identity by becoming more visible to the consumer
through increased marketing efforts," including a print and TV ad
campaign that will launch in March (L.A. Gear).
     REEBOK:  Looking to expand its boundaries of interactive
communications, Reebok Int'l has launched its first World Wide
Web site on the Internet called, "Planet Reebok."  The Web site
offers Internet users a range of opportunities for state-of-the-
art interactive communication and information sharing with
Reebok.  "Planet Reebok" can be accessed at
http://planetreebok.com/ (Reebok).

     McDonald's Corp. reported higher than expected fourth
quarter earnings up 17% from last year, on earnings of $308.9M
(WALL STREET JOURNAL, 1/27)....The PGA Merchandise Show runs
Friday to Monday in Orlando. Close to 800 manufacturers will
display the latest golf products (USA TODAY, 1/27)....Bell Sports
Corp announced yesterday their net sales for the second quarter
ending Dec 31, '94 increased 13% to $26.3M.  Net income decreased
to $582,000 from $2.1M in the previous year period (Bell Sports
Corp)....Walt Disney reported record revenues and earnings for
the first quarter ending Dec 31, '94.  Revenues increased 21% to
$3.30B and operating income rose 27% to $790.8M.  Net income
increased 31% to $482.4M (Disney).

     In this morning's WALL STREET JOURNAL, Fara Warner  profiles
Wilson's '95 ad campaign that kicks off during the weekend:
"Wilson was the Nike of the 1950s and 1960s. ... But Wilson lost
its footing in many of its businesses, hurt by powerful new
competitors ... and distracted by a series of management and
ownership changes" (WALL STREET JOURNAL, 1/27)....The final
installment of USA TODAY's ad watch features six companies:
Honda, Pepsi, Lee blue jeans, Soloflex, Taco Bell and Primestar
satellite service (USA TODAY, 1/27)....This morning's N.Y. TIMES
features a chart of all the ads and when they will air and notes
that each ad cost $33,333 a second (N.Y. TIMES,
1/27)...."Entertainment Tonight" profiled some of the ads:  "Rold
Gold" pretzels, Pepsi, McDonald's, Masterlock, and Doritos were
previewed.  Ad exec Ronnie Cohen: "When marketers can get the
right celebrity, the right product, add humor, against the right
target, nothing else is going to work better" ("ET," 1/26).

     NFLPA Exec Dir Gene Upshaw, Asst Exec Dir Doug Allen, and
General Counsel Richard Bertelson held a news conference to
review the past year and look ahead to '95 from the vantage point
of the league's players' union.  Topics discussed were the first
year of the salary cap, a survey of NFL players on the league's
playing surfaces, and the union's new for-profit marketing arm,
Players Inc.
     PLAYERS INC.:  Allen:  "We're the first sports union that
has created a for-profit marketing subsidiary, and it's the only
marketing company that is dedicated to marketing all of the
players in a professional sport. ... The way the law works, a
sports union can license player rights for passive royalties, but
the players enthusiastically supported doing much, much more than
that."
     THE CAP:  Upshaw outlined the effect of the salary cap
saying that the CBA ensures "labor peace" through 2000.  Upshaw
released figures that showed 18 teams spending over the cap of
$34.6M and that the players' share of Direct Gross Revenues
($1.706B total) was $1.092B, or $39.002M per team.  That was an
8% improvement over '93.  Upshaw:  "Our players are living on 64%
of revenues, and that stays in the locker room. ... The system is
working."
     LEGAL ISSUES:  Bertelson outlined the state of legal action
over the CBA.  Several players who are challenging the CBA are
now deciding whether to appeal an 8th Circuit decision supporting
the cap to the Supreme Court.  If they decide not to appeal,
$150M in damages awarded to the players will be freed.  On the
ruling by the 2nd Circuit Tuesday, Bertelson: "The NBA's players,
unfortunately, are faced with the same dilemma that we were faced
with in 1989 -- Do you continue the union in existence, which
only, under this ruling, would protect the owners not the
players?  Or do you decide you don't want to have collective
bargaining rights, and pursue your individual rights?"
     SURVEY:  Not surprisingly, the players overwhelmingly prefer
natural grass.  85% like grass, 7% turf.  70% say the playing
surface plays a role in their free agency decisions.

     NFL Commissioner Paul Tagliabue gives his state of the
league address this morning in Miami.  In a preview, columnist
Bill Plaschke examines what he calls "the biggest problem" facing
the league as it heads to the turn of the century, "racial
inequality" (L.A. TIMES, 1/27).

     STADIUM SIGNAGE:  The following is a survey of the in-
stadium signage that will be seen in Joe Robbie Stadium this
Sunday.  AROUND THE BOWL:  Arby's (2), Gatorade (4), Budweiser
(3), Bud Light (1), Burger King (1) Toyota (4), Blockbuster (2),
TCBY (1), 610 WIOD-radio (2), Bacardi (1), Domino's (1), Bell
South (1), Marlboro (2), Magnivision (1), Don Shula's restaurant
(1), Miami Herald (1), Carvel (1).  TUNNEL:  Bud, Bud Light.  END
ZONE SCOREBOARDS:  Budweiser, Coke, Marlboro, Miami Herald.
ROTATING SCOREBOARD SIGNS:  Diet Coke, Blockbuster, Office Depot,
Burger King, Coke, Delta, Alamo Rent-a-Car, News Channel 10.
SEAT IMPRINTS -- GTE is visible on each side of the upper deck,
but only when stadium is empty (THE DAILY).
     MR. CHARGER:  CNBC's Neil Cavuto interviewed Chargers Owner
Alex Spanos on "Business Insiders."  Spanos, when asked if being
in the Super Bowl is more important than building a real estate
business from scratch and becoming a multi-millionaire:  "Well,
let me put it this way, that's what helped me get here.  Let's
face it, without that I wouldn't be here today" (CNBC, 1/26)
     CUT!  AND THAT'S A PRINT:  NFL Films' official Super Bowl
XXIX video will be available in stores on February 23, according
to Polygram, distributor of the tape (NFL Films).
     LOOKING AHEAD TO NEXT YEAR:  Top officials of the Panthers
and the Jaguars delivered updates on their inaugural '95 seasons.
Panthers Owner Jerry Richardson noted the private financing of
Carolinas Stadium and called his team's sponsorship deals "the
best in the history of sports."  Jaguars Owner Wayne Weaver re-
introduced the team's new logo:  "The logo has really been
accepted well in the marketplace" (THE DAILY).
     MULTI-MEDIA WATCH:  Prodigy Services announced has selected
CBS Sports' Pat O'Brien to  host the first-ever Super Bowl
pregame show via an online service.  Beginning at 3:00pm on
Sunday, O'Brien will moderate live chat sessions on Prodigy  as
well as report any "inside" news (Prodigy).
     OPPOSITE THE GAME:  NBC airs a made-for-TV movie about
Princess Diana; Fox will air its normal lineup of "The Simpsons"
and "Married ... With Children," both are repeats; CBS will re-
broadcast the 25th anniversary special of "60 Minutes"; TNT airs
eight hours of "Starsky and Hutch"; Discovery premieres "Shark
Bowl '95" -- 12 hours of "jaw-dropping footage"; And A&E airs a
marathon of mystery movies (USA TODAY, 1/27).

     The Illinois High School Assoc, which claims they hold the
trademark to the "March Madness" slogan, has joined forces with
Chicago-based Intersport to license the "catch phrase."  The
company, called March Madness LLC, says "they aren't looking for
the NCAA or CBS Sports to stop using the slogan, but would like a
licensing deal."  CBS Sports Pres. David Kenin expects to
continue to use the phrase, but "wouldn't say whether CBS would
be willing to pay for the privilege" (Jon Lafayette, ELECTRONIC
MEDIA, 1/23 issue).