SBD/7/Sponsorships Advertising Marketing


     Warner Bros. Consumer Products has launched a new department
within its licensing division, Warner Bros. Sports Licensing.
The new group will create, develop and market merchandising and
promotional programs involving sports figures represented by Falk
Associates Management Enterprises.  Warner Bros. Sports Licensing
has been granted exclusive rights to represent selected FAME
athletes for merchandising, promotions, endorsements, interactive
entertainment, publishing and theme parks.  Athletes include
Bryant Reeves, Bobby Hurley, Muggsy Bogues, Glen Rice, Patrick
Ewing and Juwan Howard (Warner Bros.).  The unit will be headed
by Michael Peikoff, Warner Bros. VP/Property Development (AD AGE
ONLINE, 12/7).  Warner Consumer Division President Dam Romanelli
noted the potential for cross-merchandising F.A.M.E. athletes
with such "icons" as Bugs Bunny and Batman (Michael Hiestand, USA
TODAY, 12/7).
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