Molson Breweries says its fiscal 3rdQ net income fell 1.3%
because of losses from the NHL lockout and higher sales of
discount beer in Quebec.  Net income for the first three months
ended January 1 fell to C$33.5M from C$38.2M a year ago.  Sales
dropped 1.5% to C$507.2M from C$515M.  The company said results
from the most recent period include pretax losses of C$5.2M from
the loss of broadcast rights sales due to the NHL lockout
(Toronto GLOBE & MAIL, 2/2).
     FOOTWEAR:  Both Reebok's and Nike's stock declined
yesterday.  Reebok fell 2 3/4 to 35 1/4 after the company's
report that earnings were lower than expected, while Nike fell 1
1/8 to 69 7/8 over news on its planned acquisition of Canstar
(Michael Gonzalez, WALL STREET JOURNAL, 2/2).

     Eighteen female athletes representing 14 sports will be
honored today in Washington at the Congressional awards ceremony
for National Girls and Women in Sports Day.  The National Fluid
Milk Processor Promotion Board is the official sponsor for all
NGWSD events as part of its '95 campaign, "MILK -- What a
surprise!"  Some of the athletes on hand:  Tracy Austin, Florence
Griffith Joyner, Mary Lou Retton and Venus Williams
(NGWSD/MILK)....Nancy Kerrigan has signed as an endorser for
Arctic Cat snowmobiles (Michael Hiestand, USA TODAY, 2/2).

     PGA Tour Commissioner Tim Finchem announced the formation of
PGA Tour Licensing.  It will be operated by The Paradies Shops
and Battle Enterprises, Inc., both out of Atlanta, GA.  PGA Tour
Licensing will manage the PGA and Senior PGA Tour domestic
licensing interests and they will immediately begin discussions
with manufacturers and retailers of golf-related merchandise
concerning the use of the PGA Tour trademark. The Paradies Shop
consists of 200 specialty shop in airports around the U.S., in
addition to 11 PGA Tour shops in nine airports.  Battle
Enterprises serves as the licensing agent for The Collegiate
Licensing Company and NASCAR properties, among others (PGA Tour).

     Nokia, Europe's largest cellular telephone manufacturer and
a major U.S. supplier, signed a "multi-million dollar" deal to
become the title sponsor of the Sugar Bowl for the next three
games.  The December 31, 1995 game will feature the No. 4 and No.
6 ranked teams, but the January '97 Nokia Sugar Bowl could
potentially host the national title game.  The Sugar Bowl is the
first major sponsorship deal for Nokia in the U.S.  Nokia holds
an option to extend the deal for games in 1999, 2000 and 2001.
Nokia President Kari-Pekka Wilska:  "The Sugar Bowl's tradition
of staging national championship-caliber games and college
football's broad appeal and national following provide an ideal
forum to promote Nokia to American consumers."  Dennis Swanson,
President of ABC Sports which televises the Sugar Bowl: "We are
pleased to be associated with a fast-growing, dynamic technology
company like Nokia."  In addition to the football game, other
events held at the Sugar Bowl will carry the Nokia name,
including college basketball and amateur tennis tournaments, the
national invitational flag football championship, a road race, a
sailing regatta, a youth soccer tournament and many social
functions (Sugar Bowl/Nokia).

     According to a survey by Kurt Salmon Associates to be
released today at The Super Show in Atlanta, the $33B sporting
goods industry is "rapidly evolving into a business of brands."
85% of products sold by manufactures were brand labels in '94, up
from 79% in '93.  Kurt Salmon's John Amsler: "A generic product
doesn't have an allure in sports that it has at a grocery store."
According to the survey, manufacturers rated "developing and
strengthening a brand" as their No. 1 concern for '95.  Five
sporting good brands  -- Nike, Reebok, Champion, Starter and
Russell -- appear in the top 20 of loyalty among U.S. male and
female shoppers for any goods (Chris Roush, ATLANTA CONSTITUTION,
2/2).
     IN-LINE SKATING:  In another Kurt Salmon survey for the
World Federation Sporting Goods Industry, in-line skating will be
the "fastest growing sport" between now and 2001.  The survey
will be released today at The Super Show.  There has been a 310%
increase in in-line participation over the last six years (Henry
Unger, ATLANTA CONSTITUTION, 2/2).

     In Atlanta, Linda Sharp examines Cadillac's and Chevrolet's
sponsorship of America's Cup yachts.  Cadillac "feels yachting
and its cars are a perfect match."  Cadillac GM John
Grettenberger:  "Yachting appeals to an upscale audience, it
mirrors Cadillac's target demographics.  It gives us the
opportunity to cater to loyal customers but also to entice first-
time buyers."  Besides financial support to Team Dennis Conner,
Cadillac works closely with the Conner team in the development of
carbon fiber and Kevlar composites used in the hull and sails of
the racing yachts.  Chevrolet is sponsoring America3, the all-
female racing team.  This is the second time the company has
delved into the America's Cup, it was a minor sponsor of Bill
Koch's winning entry in '91.  Chevy sees yachting as a way to
increase "brand awareness in both the luxury and sport vehicle
segments."  And with America3, they can "express commitment to
the female market by supporting one of the best opportunities
women have had in sport to compete on a level playing field"
(ATLANTA CONSTITUTION, 2/1).