Anheuser-Busch announced that its profits for the first
quarter rose almost 6% to $216M compared with a year ago,
according to this morning's ST. LOUIS POST-DISPATCH.  A-B,
holding it annual shareholders meeting in Williamsburg, VA, said
sales of its premium beers, "which yield the greatest profits,"
have improved.  A-B also announced they plan to "extend its reach
into the global beer market" through joint ventures and other
agreements.  This year the brewer made business agreements with
brewers in Brazil, Spain, China and the U.K. (ST. LOUIS POST-
DISPATCH, 4/27).

     Motorsport sponsorship is featured in a special insert in
FINANCIAL TIMES.  Because motorsports is "a minefield for the
unwary," some national authorities have organized seminars for
"potential backers" to reduce risks.  A seminar held by the UK
Governing Body and the Institute of Sport Sponsorship, used the
"alliance" between the London-to-Brighton Veteran Car Run and
General Foods as a "successful" case study.  General Foods had
been looking for "a quality event with which to link" a new brand
of coffee but "had not even thought about cars."  They were drawn
to motorsports by the idea of "endless opportunity" of brand
exposure, among other factors.  John Griffiths writes sponsorship
of Formula One will continue strong as more companies fit it into
their international marketing strategy (FINANCIAL TIMES, 4/27).

     The Tennis Industry Association trade organization has
awarded its advertising account to Warwick Baker & Fiore of New
York.  Billings on the account, "to create campaigns to improve
the image of tennis, particularly among youth," were estimated at
$7.5M over three years (N.Y. TIMES, 4/27)....A Valvoline NASCAR
tin in the shape of a NASCAR racing car is now a part of
Valvoline's "100 Years of Racing" collector card promotion
(Valvoline)....The Toronto GLOBE & MAIL ran a six-page ad section
for Sport Chek, a sports super store in Canada.  The Forzani
Group, led by former CFL player Jon Forzani, will open 14 Sport
Chek stores across Canada this week, bringing the total to 29
(Toronto GLOBE & MAIL, 4/26).

     MLBP has selected Advantage Marketing Group (AMG) of Dallas
and Publicis Public Relations as their marketing/ public
relations agencies for All-Star FanFest presented by Pinnacle
Trading Cards.  All-Star FanFest, billed as a "World Fair of
Baseball," will be held in the Dallas Convention Center from July
7-11 with more than 25 baseball-themed attractions covering over
500,000 square feet.  All-Star FanFest Project Manager Gail
Hunter said it is important for MLB "to reach all areas of the
Metroplex, to get the word out both locally and nationally"
(MLB).

     Nike will award $150,000 in cash grants to AmeriCorps,
President Clinton's national service initiative.  The grants are
being made for projects to start this fall in six U.S. cities
which will focus on sports and fitness opportunities for kids.
The program is part of Nike's P.L.A.Y. program --Participate in
the Lives of America's Youth (Nike).
     ON AIR:  Nike shot a Michael Jordan ad yesterday with the
theme that his baseball experience was all just a dream.  Nike
plans to use Alonzo Mourning and Anfernee Hardaway in other
upcoming ads (Mike Heistand, USA TODAY, 4/27).  The spot would be
Nike's with Jordan since his NBA return.

     USA Track & Field announced that it will seek a new title
sponsor for next year's Indoor Track & Field Series, which
debuted this year on NBC.  USATF Exec Dir Ollan Cassell
officially acknowledged that Mobil will not renew for '96.  Nike
and Visa also sponsor the inaugural series.  Cassell: "We
appreciate all of Mobil's support in helping us to get the series
started.  Their sponsorship continues to be a model for corporate
involvement in sports."  Mobil will continue as sponsor of
USATF's indoor and outdoor championships and next year's U.S.
Olympic Trials (USATF).