SBD/27/Sponsorships Advertising Marketing

AMERICA3'S CREW CHANGE FORCES LIFETIME TO ADAPT

     Lifetime Television has made some changes to its support of
their $1M sponsorship of the all-female America's Cup racing
team, America3 since tactician Dave Dellenbaugh was added to the
crew.  The network's eight daily TV spots have been pulled from
the air, and Lifetime is "frantically editing new spots that
couch the all-women issue."  Brian Donlon, Lifetime's VP/Public
Affairs, "was clearly rattled," but said the network would
continue with "full support":   "It's going to cost a lot more to
remake everything."  A special on America3 to air April 8 was
"scrapped."  A new show is being shot (Lara Weber, CHICAGO
TRIBUNE, 3/26).
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