SBD/14/Franchises

NEW NAME FOR JERSEY'S ARENA TEAM SPARKS CONTROVERSY

          The Red Dogs, the nickname and mascot for the new AFL
     team in New Jersey, have "angered civic organizations
     dedicated to alerting the public to the dangers of alcohol
     abuse" but there is also the "situation of having a team
     associated with one brewing company playing its home games
     at a facility where another brewer enjoys exclusive beer-
     selling rights," according to Guy Sterling of the Newark
     STAR-LEDGER.  The name was selected in a franchise naming
     contest, and team officials liked the name, "both for its
     connection with football ... as well as its commercial
     potential."  "Red Dog" is a beer distributed by the Miller
     Brewing Co.  Team CEO Jim Leahy: "When we picked the name,
     we thought if we could go to Miller and get a sponsorship
     out of it, we'd have the best of all worlds."  Miller signed
     on as a sponsor, but the NJ Sports & Exposition Authority,
     overseer of the Meadowlands, is "not keen" on the team's
     choice.  The Red Dogs will play at  Continental Airlines
     Arena, where Budweiser holds pouring rights and Anheuser-
     Busch is a major sponsor of the NJSEA.  Authority President
     & CEO Robert Mulcahy III says the dispute between the
     brewing companies has yet to be resolved, but should be this
     week (Newark STAR-LEDGER, 1/12).   

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