SBD / 27 / ENDORSEMENT ROUND-UP: SHAQ IN CANADA; YOUNG PACKING A POP

SBD/27/Sponsorships Advertising Marketing

ENDORSEMENT ROUND-UP: SHAQ IN CANADA; YOUNG PACKING A POP

Published February 27, 1995

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     "Basketball mania is gripping corporate Canada," writes
Gayle MacDonald of the FINANCIAL POST.  Following Air Canada's
purchase of the Raptors' arena naming rights, Confectionary giant
William Neilson Ltd. signed Shaquille O'Neal to a C$250,000
endorsement deal for its Mr. Big chocolate bar.  The contract is
the first and largest of its kind in Canada for an NBA athlete
(FINANCIAL POST, 2/25).       STEVE YOUNG:  According to Frank
Vuono, president of Integrated Sports Int'l, Steve Young's
marketing rep, Young will soon endorse a beverage, a computer
company and perhaps a video game (USA TODAY, 2/27).
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