SBD/23/Sponsorships Advertising Marketing

GOLF NEWS & NOTES: WILL MAJOR WINNERS CASH IN?

     British Open Champion Tom Lehman, who is represented by his
brother, Jim, already is paid seven figures for his endorsement
deals.  But Jim Lehman added that Sunday's win means Tom will
"receive big bonuses" from sponsors Dockers and Middle Taylor.
Jim Lehman: "His contract with these two sponsors expires in the
middle of 1997, and winning the major will give him leverage in
the negotiations" (Sid Hartman, Minneapolis STAR TRIBUNE, 7/23).
This week's GOLFWEEK's "Cover Story" examines how Steve Jones has
turned down several lucrative offers since his U.S. Open win to
concentrate on long-term opportunities.  Jones didn't even have
an agent six months ago, but has signed with International Sports
Management.  Jones: "All these business opportunities ... they're
nice, but I'm not going to change because I won the U.S. Open"
(GOLFWEEK, 7/20).
     NEWS & NOTES:  Cobra Golf plans to begin shipping its new
King Cobra II oversize irons October 1 (GOLF WORLD,
7/19)....First shipments for Tommy Armour's new Ti/100 irons are
planned for next month.  A national ad campaign, including
several TV spots during the PGA Championship, will promote the
clubs -- reportedly the first to be made of 100% pure titanium.
Tommy Armour VP/Marketing John Krzynowek:  "Our goal is to
dominate the entire category so when people think of titanium
irons, they think of Armour" (GOLF WORLD, 7/19)....Despite
costing $3 each, sales of Top-Flite's new Strata balls are so
"brisk" the company hopes its market share in high-end balls will
jump 20-30% by next summer -- overtaking Titleist (BUSINESS WEEK,
7/29 issue)....Women's apparel maker Liz Claiborne signed with
PA-based Charles Sakmann Golf Co. to market and distribute
LizGolf's spring '97 collection in beginning late August (GOLF
WORLD, 7/19). ....Plans call for Lynx Golf to be listed on a
major Canadian exchange later (reportedly Toronto) this year and
on a U.S. exchange next year (GOLF WORLD, 7/19)....Giant Eagle's
deal to assume title sponsorship of the Youngstown-Warren LPGA
Classic leaves just two LPGA events -- the Corning Classic and
the Rochester Int'l -- without title sponsors (GOLFWEEK, 7/20
issue).
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