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     The "hoopla" over Cal Ripken breaking Lou Gehrig's streak
for consecutive games played is "also renewing interest" in
Gehrig, according to Stuart Elliot in today's N.Y. TIMES.  Darci
Ross, Senior VP/Sports Division for CMG Worldwide, who has
Gehrig's licensing rights and works for his estate, calls it a
"win-win situation."  CMG Worldwide is developing Ripken-Gehrig
projects for companies such as Nike, who will hand out trading
cards during the record-breaking game September 6.  CMG Worldwide
is also working with the Tufton Group, which represents Ripken.
George Pollack, executor of the Eleanor Gehrig estate, said that
annual gross royalties for licensing of Gehrig's likeness, which
ranged from $4,000-30,000 before Ripken closed in on the record,
now exceed $100,000 (N.Y. TIMES, 9/1).
     MOO:  The Mid-Atlantic Milk Marketing Assoc. will have
billboards congratulating their spokesperson, Ripken, as he
approaches The Streak.  One billboard unveiled today will show a
field of cows with the message:  "Good luck, Cal, from the guys
in the field" (AD WEEK, 8/28 issue).
     HE'S EVERYWHERE: TriStar Pictures has named Ripken as a
technical consultant for their upcoming project called "The Fan."
The story is about a sports fanatic who stalks his favorite
player when the athlete falls into a career slump.  Producer
Wendy Finerman:  "Cal's incredible career makes him uniquely
suited to advise us on the rigors and pressures faced by today's
star athletes" (AD AGE ONLINE, 9/1).
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