SPRINT EXEC ADDRESSES WOMEN IN GOLF SUMMIT ON MARKETING

     Mike Goff, Sprint's Dir of Corporate Sponsorship Marketing,
addressed the Women in Golf Summit Tuesday in Pinehurst, NC, on
"New Views of Marketing and Women's Golf."  Some highlights:
Goff noted that women's golf offers corporations the opportunity
to reach women, and that many are taking advantage of the
demographics; specifically in three different areas --
participants, spectators, and those supporting women's athletics.
Goff noted that 99% of the LPGA Tour is sponsored by major
companies such as McDonald's, State Farm and Sprint, with
licensing support coming from companies such as MasterCard, Kodak
and Rolex.  Goff also pointed out that women's golf offers "more
positive feedback" for Sprint than Sprint's sister events on the
PGA Tour, and that customer hospitality is superior for LPGA
events as the stars are more engaging, talkative and more
interested in "the lives" of customers.  Goff also addressed the
increased tournament purses in women's golf --up 40% from '91 to
$25M (THE DAILY).