SBD/5/Sponsorships Advertising Marketing

AMERICA'S CUP SPONSORSHIP TAKES A SWITCH

     An ad in this morning's USA TODAY by Lincoln Mercury
"attempts to remind consumers" that it was Lincoln-Mercury   --
not Cadillac -- that was sponsor of the boat Young America.  Last
week, Young America was taken over by Team Stars and Stripes
leader Dennis Conner because of the potential for greater speed.
The ad, with a Lincoln-Mercury flag flying on the sail, reads:
"Best Wishes go to the America's Cup defenders.  And so does our
boat."   As the Young America boat will be sailed by Team Stars
and Stripes in the Cup final, Conner is bringing along "the
sponsors from his slower boat," including Cadillac.  Lincoln-
Mercury has spent $1.5M to sponsor Young America, and had asked
to share ad space with Cadillac, but was denied.  Steve Gaut, a
Cadillac spokesperson:  "Sponsorships are not totally
philanthropic.  We don't want to dilute this sponsorship
opportunity" (Bruce Horovitz, USA TODAY, 5/5).
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