Antigua Sportswear will expand its involvement with
professional golf in 1995 through added sponsorships of athletes
and a program that will help introduce golf to under-privileged
children.  Among the golfers added to Antigua's team will be Mark
Brooks and 1994 LPGA Rookie of the Year Annika Sorenstam.  They
join current PGA professionals Billy Mayfair and Billy Casper on
the Antigua roster.  The company's "Team Antigua On Tour Youth
Golf Project" will donate $1,000 to a youth golf project each
time a Team Antigua player wins a tournament (Antigua).

     NFL players Ronnie Lott and Marcus Allen have formed Lott-
Allen & Associates, Inc., a company that will identify, create
and market products.  The duo's first venture will develop a
program with SEGA of America that will give the company the right
to market officially-licenced apparel bearing the logos and
likenesses of SEGA game characters.  The characters will be
featured in a catalog available with SEGA game cartridges and
through other outlets.  The line of clothing will include T-
shirts, caps, hockey jerseys and watches.  Lott says the goal "is
to build a company based on top quality merchandise at reasonable
prices that will appeal to a wide audience of kids, teenagers and
adults" (Lott-Allen & Associates).

     Wilshire Fragrance of Ann Arbor, MI is selling colognes
carrying a distinctive scent for 48 universities.  The company's
founder, Dan Klamka launched the concept in 1992 with the scent
of his alma-mater -- Michigan.  Klamka: "If college merchandise
can be on ties and sweatshirts and hats, why can't it be on a
fragrance?"  Michigan is currently the hottest selling aroma,
Penn State is second (State College CENTRE DAILY TIMES,
1/1)....Rawlings, MLB's supplier of baseballs, produced an
additional 15,000 1994 World Series baseballs.  Collectors say
demand for the 50,000 balls in the market far outweighs the
supply (Ballpark Furnishings). ....The Sports Authority is
planning to step up store openings in MA as part of a plan to
take over the market.  The company plans to add four or five
stores to its current three in the state (BOSTON HERALD,
1/2)....Philip Morris is launching a "sweeping reorganization" of
its "ailing" U.S. food operations, merging its giant Kraft and
General Foods operations into a single company (WALL STREET
JOURNAL, 1/4).

     South Florida residents are in for 25 days worth of exposure
to every Super Bowl sponsor as the game creeps closer to its
January 29 date in Miami.  Coca-Cola, Shell Oil, 7-11, and
McDonalds are all in the middle of Super Bowl promotions.
Blockbuster and Office Depot are just two companies planning on
getting their names on Super Bowl-related items this week.  Anne
Battistoni, McDonald's Boca Raton-based regional marketing
manager: "You can expect an all-out marketing presence to welcome
Super Bowl fans from around the country."  Promotions vary, from
Blockbuster's blanketing of Miami-area airports with Super Bowl
welcome signs, to Coca-Cola's limited-edition Super Bowl XXIX
Classic Coke bottles.  Beginning next week, Coca-Cola will attach
1,000 Super Bowl/Coca Cola signs to light poles in the area and
dispatch six semis with a "Welcome to South Florida Super Bowl
message."  The trucks will join four mobile Coca-Cola billboards
in the area.  Non-English speaking fans will not miss out, as the
host committee's radio spots on the Super Bowl will also be
broadcast in Spanish and Creole (Karen Branch, MIAMI HERALD,
1/3).
     EVERYWHERE ELSE:  Super Bowl merchandise is hitting stores -
- everything from T-shirts to baby bibs to special golf balls.
The NFL expects to make up to $25M from Super Bowl merchandising
and product licensing (USA TODAY, 1/4).

     Nintendo of America Inc. and GTE Interactive Media have
teamed up to produce video games in a "collaboration aimed at
eventually channeling games over telephone lines into
interactive" TV sets.  The two companies announced that they have
agreed to develop, market and distribute video games, as well as
explore new technologies.  They will preview the their first
collaborative effort -- a game called FX Fighter -- at the
Consumer Electronics Show this weekend in Las Vegas.  The venture
"underscores the rapid convergence between the computer,
entertainment and telecommunications industries."  Sega had
previously announced a joint venture with TCI and Time Warner to
develop the Sega Channel (Jim Carlton, WALL STREET JOURNAL, 1/4).

     A piece in Sunday's Minneapolis STAR-TRIBUNE examined the
upcoming year for the Minnesota sports marketplace.  A roundtable
of five local sports figures discussed the issues including: the
relationship between fans and their teams and players, ticket
prices and fears and challenges for 1995.  The panel:  Univ. of
Minnesota's Asst AD Pat Forciea; Twins VP of Marketing Bill
Mahre; Univ. of Minnesota Women's Asst AD Karen Smith; Vikings VP
of Marketing and Business Development Stew Widdess; and
Timberwolves' VP of Sales and Marketing Chris Wright.  Excerpts
from their discussion --  Forciea sees a generational "breaking
point" down the road:  "It's more and more difficult for young
people to come to all of our games.  The cost of all the
ancillary parts of the game is becoming more expensive, like
merchandise.  Everything about sports is more difficult to
acquire.  What I don't know, 10 or 15 years from now, this next
generation of kids, I don't think they will feel the same way
about sports that I did when I was 12."  Wright:  "We're not in
the sports industry anymore, we're in the entertainment industry.
Everything that happens in this marketplace that competes for the
entertainment dollar is competition to the professional sports
teams."  Mahre: "What's changed over the past 10 years, stadium
revenues more than TV revenues, have now become a driving force
for a lot of teams.  If you look at Baltimore, Texas or
Cleveland, the stadium environment has created revenues -- people
through the turnstiles, suites included, signage -- that has
become a significant source of revenue.   That's where the Twins
have lost a piece of that competitive opportunity.  Because we
don't control the revenues (at the Metrodome)."  Widdess:  "One
of the revenue streams we have is corporate America.  We need
revenue streams over and above ticket prices to support a fairly
substantial cost of doing business."  Also included in the
feature were updates on possible NHL expansion to the Target
Center and the sale of the Timberwolves and Target Center (Jay
Weiner, Minneapolis STAR-TRIBUNE, 1/1).