SBD/6/The Back Of The Book

ESPN/CHILTON SPORTS POLL: ATHLETES AND ENDORSEMENTS

     7,500 sports fans were asked to name their "top athlete for
endorsements" and their "athletes to keep from doing
endorsements" during the first half of '96 (THE DAILY).
     TOP ATHLETE FOR ENDORSEMENTS (1/96 - 7/96)
     MALES                              FEMALES
     Michael Jordan           32.4%     Michael Jordan      27.7%
     Emmitt Smith              3.5      Shaquille O'Neal     3.7
     Troy Aikman               2.9      Magic Johnson        2.9
     Shaquille O'Neal          2.6      Troy Aikman          2.6
     Cal Ripken, Jr.           2.5      Joe Montana          2.3
     Joe Montana               2.1      Emmitt Smith         1.9
     Deion Sanders             1.9      Deion Sanders        1.6
     Ken Griffey, Jr.          1.8      Cal Ripken, Jr.      1.2
     Steve Young               1.6      Dennis Rodman        1.2
     Magic Johnson             1.4      Scott Hamilton       1.1
     ATHLETES TO KEEP FROM DOING ENDORSEMENTS (1/96 - 7/96)
     MALES                              FEMALES
     Dennis Rodman            18.1%     Dennis Rodman       16.8%
     Deion Sanders             8.0      O.J. Simpson        10.8
     Charles Barkley           5.1      Mike Tyson           5.7
     O.J. Simpson              5.1      Deion Sanders        5.2
     Mike Tyson                4.9      Charles Barkley      4.3
     Michael Jordan            4.5      Michael Jordan       4.2
     Shaquille O'Neal          3.4      Magic Johnson        2.2
     Michael Irvin             2.6      Shaquille O'Neal     2.2
     Albert Belle              1.9      Michael Irvin        1.2
     Magic Johnson             1.6      Tonya Harding         .9
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