SBD/11/Sponsorships Advertising Marketing

JCPENNEY FORCED TO FLY IN JAGUARS MERCHANDISE TO MEET DEMAND

     Sales of Jaguars merchandise are so "phenomenal" in the
Jacksonville area that JCPenney has had to fly in new product,
according to Earl Daniels of the FLORIDA TIMES- UNION.  During
the three weeks after the Hall of Fame Game on July 29, the
"combined four area stores racked up Jaguars sales that were 90
percent above last year's," according to NFL Properties Senior
Marketing Manager Jack Fitzgibbons.  Fitzgibbons:  "They are
improving from a pretty good number, not zero revenue."  JCPenney
officials say that sales of Jaguars merchandise in area stores is
"double the amount of Panther garb sold in JCPenney stores in the
Charlotte area."  A recent JCPenney sweepstakes resulted in a 23%
increase in Jags sales (FLORIDA TIMES UNION, 9/9).
     ON THE PATH OF FAKE MERCHANDISE: Investigators with NFL
Properties were in St. Louis this weekend to put the kibosh on
the sale of unauthorized or counterfeit merchandise. NFL
Propoerties spokesperson Brian McCarthy said the Rams have jumped
from the bottom third in merchandise sales to the top 12, based
on figures through June.  A full-page ad ran in Friday's ST.
LOUIS POST-DISPATCH warning of "fake" merchandise (Lorraine Kee,
ST. LOUIS POST-DISPATCH, 9/10).
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