FOUR IN THE SPORTS ARENA CRACK THE AD AGE "POWER 50"

     Nike's Steve Miller, FAME's David Falk, the IOC's Michael
Payne and Reebok's Peter Moore are the sports marketing execs on
ADVERTISING AGE's "Power 50":
     IOC'S PAYNE:  Payne oversee's marketing and sponsorship for
the IOC, which funds 40% of the Olympics budget.  AD AGE notes
that "Payne's power" lies with his role in hearing  "sponsors'
concerns about making their investments pay off," and notes his
fight against ambush marketing.
     NIKE'S MILLER & REEBOK'S MOORE:  "In sports marketing, no
two companies are more linked with the commercialization of
sports" than these two, with each spending over $80M.
     FAME'S FALK:  Falk "is more than an agent.  He has built an
agency that specializes in not only representation but in the
marketing of athletes.  Few do it better."
     OTHERS RELATED TO SPORTS:  Adidas' Robert Louis-Dreyfus;
GM's Phil Guarascio, Gatorade's Don Uzzi; Disney's Michael Ovitz;
and A-B's Tony Ponturo (AD AGE, 1/8 issue).