Hakeem Olajuwon has become co-owner of a bottled spring
water company, World Class Water (WCW) in Houston.  The venture
is a partnership with WCW President Brad Cornell. To commemorate
the announcement, WCW introduced Olajuwon's private reserve
label, "Hakeem Olajuwon H2O," to the retail market.  WCW is one
of the largest custom label bottled water companies in the U.S.,
supplying bottled waters to hotels, stadiums and other
wholesalers.  Olajuwon will serve as Chairman of the Board and
will be actively involved in company management (World Class
Water).

     The Iditarod, Alaska's 1,049-mile dog race, is under attack
by a "pack of angry animal-rights groups" -- and that is causing
some concern among the race's sponsors.  Eight of dogs have died
over the past three years.  The criticism prompted Timberland to
pull out, taking about a third of the race's $1.4M annual budget
with it.  A spokesperson for Timberland, the event's chief
sponsor for the past seven years, said the groups "made a very
compelling argument.  There was thought as to whether this race
shared our brand beliefs."  The race's second-largest sponsor,
pet-food maker Iams Co., "also got cold feet."  Iams will fulfill
their $175,000 pledge for this year, but will not be back next
year.  The race's chief sponsor this year is Alaska's Dodge
dealers.  Dodge replaced Chrysler after their corporate parent
dropped out in '93 under pressure from animal-rights groups (Bill
Richards, WALL STREET JOURNAL, 3/2).

     Ten NBA head coaches have been signed by Joseph A. Bank
Clothiers to wear the companies clothes on NBA sidelines: Bill
Blair (T-Wolves), Allan Bristow (Hornets), Don Chaney (Pistons),
Bill Fitch (Clippers), Brian Hill (Orlando), Dan Issel (former
Nuggets), Jim Lynam (Bullets), Dick Motta (Mavericks), Don Nelson
(former Warriors), Garry St. Jean (Kings).  The coaches receive
eight custom made suits, ten dress shirts, twelve silk ties, and
other accessories and are required to make an appearance in a
company retail store and hospitality appearances with Jos. A.
Bank clients before certain games (Jos. A. Bank).  When asked if
the short tenure of NBA's coaches in today's game made the
endorsements a risk, Doug Drotman, a spokesman at National Media
Group, who is coordinating the deal with National Basketball
Coaches Association, told THE SPORTS BUSINESS DAILY there "is
some inherent risk ... but that is why you have to pick and
choose very carefully with who you work with."  Drotman said both
Nelson and Issel will fulfill their obligation to the company,
adding that both are "still celebrities in their markets."  Jos.
A. Bank joins Perry Ellis as men's clothiers targeting the NBA
market.  Perry Ellis has signage deals with several NBA arenas
(THE DAILY).

     Five new companies announced their affiliation with the LPGA
Tour: Titleist and Footjoy Worldwide; Sprint Communications; Treo
(a division of Biopharmaceutics); Korbel Champagne; and 7-Up
Corp.  As a result of these relationships, several new LPGA
promotional programs will be put in place in '95.  In addition to
adding new sponsors, current sponsors will expand their programs.
For example, UPS will be test marketing an on-site promotional
program at three LPGA tournaments, and AllSport is providing a
cup and cooler program at designated events.  The LPGA Tour also
announced that Callaway Golf has donated $250,000 to the Junior
Golf Program, aimed at underprivileged youth (LPGA).

     USA TODAY runs an extensive feature on tennis equipment --
what brand of rackets the pros use, the "falling equipment
sales," amnd how tennis clothing manufacturers plan what their
endorsers will wear and what image they will convey (USA TODAY,
3/2)....This morning's WALL STREET JOURNAL reports that the
percentage of skiers who are women has dropped over the past
decade -- to 38% in '94 from 44% in '84 (WALL STREET JOURNAL,
3/2)....In a preview of the Doral-Ryder Open that begins today in
Miami, Larry Dorman notes the tournament has a favorite of PGA
Tour pros since Ryder System Inc. "took over sponsorship in 1987
and immediately doubled the purse" (N.Y. TIMES, 3/2).

     Former Boston Celtic Larry Bird will appear in an ad for
Miller Brewing to promote responsible drinking (USA TODAY, 3/2).
In other Miller news, the company acquired a majority stake in
one of America's "most unusual microbreweries," Austin-based
Celis Brewing Co., whose flagship product is Celis White, a
Belgian-style beer brewed from wheat rather than barley and
flavored with orange peel and spices (N.Y. NEWSDAY, 3/1).
Miller's parent, Philip Morris is profiled in this morning's WALL
STREET JOURNAL for its newest cigarette product "Dave's."  The
tobacco company invented a whole new company, Dave's Tobacco Co.,
to make and promote the cigarette.  It is similar to what Miller
did with its Plank Road Brewery which is the company name that
promotes IceHouse beer (WALL STREET JOURNAL, 3/2).

     Two New York community leaders, "legendary Pro-Am" coach
James Ryans and sports & entertainment manager Wayne Garfield,
"plan to elicit help" from those Knicks who wear Nikes to
confront the company about the "perceived exploitation of black
athletes during the Nike Pro City Game Tournaments."  Garfield:
"The creation of this tournament is nothing more than an attempt
to use minority talent with basketball skills to promote sneaker
sales.  There needs to be a commitment back to these youths from
Nike.  One way is to commit substantial dollars to subsidizing
after-school programs."  Nike spokesperson Robin Carr-Locke
acknowledged their concerns, but noted Nike's nationwide P.L.A.Y
initiative -- Participating in the Lives of America's Youth.
Carr-Locke:  "That is a multimillion dollar effort to serve
youths nationwide. ... Nike has definitely been out there in the
community working with youths" (N.Y. DAILY NEWS, 3/2).
     MORE PRAISE FOR NIKE HIV AD:  In the N.Y. TIMES, Stuart
Elliott compliments the new Nike "Just Do It" spot that features
HIV+ marathoner Ric Munoz:  "As AIDS continues to ravage the real
world into a second decade, the issues evoked by the disease are
slowly, gingerly beginning to be addressed in mainstream
advertising" (N.Y. TIMES, 3/2).
     KING OF THE HILL:  In Detroit, Terry Foster praises Piston
rookie Grant Hill for refusing Fila's request to introduce Fila's
new line of shoes (called "The Hill") under the guise of a "Stay
in School" speech Hill gave at a local Detroit-area high school
(DETROIT NEWS, 3/1).

     Front Row Sports Grill, a sports-theme restaurant and pub
owned by TGI Friday's, will open its second restaurant in Orlando
this May.  It will feature interactive games, bleacher seats,
sports memorabilia, a video wall and more than 80 big- and small-
screen TVs.  The original Front Row Sports Grill is located at
The Ballpark at Arlington.  Orlando was an "easy choice" for the
expansion, according to TGI Friday's President Wallace Doolin,
because of the area's "tourist traffic" (Brad Kuhn, ORLANDO
SENTINEL, 3/2).