SBD/2/Sponsorships Advertising Marketing


     Coors Light will be the title sponsor of the halftime
reports on ESPN's Thursday night college football coverage this
season.  Coors will also return as the title sponsor of the
"Coors Light Pro Football Tonight" before TNT's Sunday Night
games. ... Canon has signed on as a "gold" sponsor of ABC/ESPN
telecasts of World Cup '98 (INSIDE MEDIA, 6/26 issue)....The NFL
has announced a league-sponsored plan for card dealers.  The NFL
will split the country into six regions and guarantee one NFL
player appearance at a hobby store per region, during December.
A random drawing will determine the winning store in each region.
Stores will receive one entry into the drawing for every case of
NFL cards purchased (S.F. EXAMINER, 6/29)....One Xcel eye shields
are profiled in BUSINESS WEEK.  The brand will be the only shield
used by NFL players next fall, and One Xcel also has "firm
endorsements" from the AHL and NHL (BUSINESS WEEK, 7/8
issue)....ESPN's "Up Close" was broadcast from the ESPN Club in
Orlando, which held its grand opening on Monday.  Host Chris
Myers spent the first part of the show, touring the club (ESPN,
7/1)....The CHICAGO TRIBUNE reports Celtics No. 1 pick Antoine
Walker has signed with adidas (CHICAGO TRIBUNE,
7/2)....Stonebraker Athletic will officially launch a new line of
sportswear at the '96 NSGA World Sports Expo in Chicago, July 13-
15.  The line targets 20-35 year-olds with distribution channels
including specialty apparel and sportswear retailers plus upscale
department stores (Stonebraker)....Scottie Pippen is profiled by
the CHICAGO TRIBUNE's Sam Smith, who notes Pippen has ten new
marketing deals, "with another major new deal about to be signed"
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