SBD/2/Sponsorships Advertising Marketing


     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).
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