SBD/7/Leagues Governing Bodies

PLAYERS INC. FILLS IN WHERE NFL, AGENTS LEAVE OFF

     In the current BRANDWEEK, Terry Lefton examines the progress
of Players Inc., the NFLPA's marketing arm.  While NFLP may have
30 of the most recognizable names under contract, Players Inc.
has the rest.  Vikings WR Chris Carter: "My agent represents 20
or 30 people -- he can't be in contact with corporate America the
way Players Inc. can."  Lefton also notes how Players Inc. has
gone after companies that were left out of NFL sponsorships.
When MCI lost out to Sprint as the NFL's telecom sponsor, MCI
signed with Players Inc. at a much lower cost. Now MCI has an NFL
ad campaign featuring players with "hometown appeal."  Players
Inc. also has inked Norwegian Cruise Lines and Bally Fitness
Centers.  Players Inc. will launch its own sportswear line this
fall, with many players expected to sport the look during
interviews and TV shows (BRANDWEEK, 8/5 issue).
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