MARKETPLACE ROUND-UP

          Frito-Lay has signed a deal with Sports Illustrated to
     be the exclusive advertiser of "SI View," a new weekly
     editorial section that will give readers a guide to TV
     sports viewing (INSIDE MEDIA, 12/11 issue)....Stamford, CT-
     based Millsport has been retained by GTE to manage its new
     sponsorship alliances with the NCAA and the PAC-10, the Big
     10 and Big 12 conferences (Millsport)....Knicks rookie
     Walter McCarty will star with Bullet Gheorghe Muresan and
     Olympian Amy Van Dyken in a ESPN "SportsCenter" ad broadcast
     next week (N.Y. TIMES, 12/11)....In alphabetical order, top
     ten holdings of the Sportsfund mutual fund as of November
     29: Action Performance, Aldila, Arctic Cat, Bell Sports,
     Brunswick, Cannondale, Fountain Powerboat, National Golf
     Properties, Sports & Recreation and Tultex (Sportsfund).
     ...FL-based Arnold Palmer Golf Co. and Olympus Real Estate
     Corp. have formed a partnership where Olympus will commit
     more than $35M to Palmer's growth plans (NEWSDAY, 12/12).