SBD/4/Sponsorships Advertising Marketing


     IEG reports that "some 77% of marketing sponsorships stemmed
from an organization (such as a sports or non-profit group)"
approaching a corporation (WALL STREET JOURNAL, 1/4)....The
Dallas agency of Levenson & Hill will handle advertising,
marketing and P.R. for the MLS Dallas Burn (N.Y. TIMES,
1/4)....Adidas ran a full-page ad in this morning's USA TODAY
congratulating Nebraska on its National Championship with the
simple message: "Repeat" (USA TODAY, 1/4)....Three Rivers Stadium
has inked a deal with Entry Media to add Turnstile AdSleeves
advertising (Entry Media)....Grolier Publishing Co. and Sports
Media Inc. will team to produce a 40-volume set of biographies of
star professional athletes from football, basketball, hockey,
baseball and other sports, including Steve Young, Hakeem Olajuwon
and Mo Vaughn (Sports Media)....Beverage companies are expected
to report earnings increases between 5-15% for the fourth quarter
(WALL STREET JOURNAL, 1/4)....Meanwhile, PepsiCo disputes a
report by Coca-Cola Co. that it sold a billion more cases in the
U.S. in '95 than PepsiCo -- the first time the gap has been so
large.  Coca-Cola had a 86 million case lead in '94 (ATLANTA
CONSTITUTION, 1/4).... Wendy's has purchased Canadian donut chain
Tim Hortons, a major hockey advertiser, for $450M.  Wendy's plans
to increase the number of Tim Hortons from 1,170 to more than
5,800 (CHICAGO TRIBUNE, 1/4)...."ET's" Mary Hart profiled Chris
Elliott's live Tostitos commercial aired during halftime from the
Fiesta Bowl.  The commercial cost $500,000 to make and is
believed to be the first live ad of its kind.  Hart:  "The
football game was a runaway by the second quarter, as we all now
know.  So, the only suspense at last night's Tostitos Fiesta Bowl
was whether Chris Elliott would be able to bring off a live TV
commercial at halftime" (ET, 1/3)...."NBR's" Paul Kangas noted
Sports Authority stock dropped 7.4% (1 1/2 shares) yesterday.  A
company spokesperson had no comment ("Nightly Business Report,"
PBS, 1/3)....David Letterman, on the commercialization of the
Fiesta Bowl:  "At one point the guy in the booth said No. 96 is
down with a Tostitos groin pull" ("Late Show," CBS, 1/3).
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