SBD/9/Sponsorships Advertising Marketing

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              An apparent "ad agency snafu" led to the heavy play of
         the IBM ads featuring Santa in a hot tub, according to Chris
         Reidy of the BOSTON GLOBE.  The IBM Santa-elves ad was seen
         "at least seven times" during Fox's Packers-49ers game
         Saturday, "and continued Sunday" during the Patriots-
         Steelers game on NBC.  IBM ad agency spokesperson, Nora
         Slattery, of Ogilvy & Mather Worldwide, New York, said
         "several" IBM ads were supposed to have run during the
         weekend games, but because a cassette of ads given to the
         networks was "incorrectly coded," only one ad ran instead of
         a full rotation.  Slattery: "We're still trying to figure
         out exactly what happened" (BOSTON GLOBE, 1/9).

    Print | Tags: Green Bay Packers, IBM, NBC, New England Patriots, Pittsburgh Steelers, San Francisco 49ers

              Ernie Els has been "released" from his endorsement deal
         with Lynx Golf, according to Adam Barr in GOLFWEEK.  The
         contract was due to expire in mid-'97, and the early
         termination may help Els "solidify" a deal with Callaway
         Golf or Taylor Made, "both of whom are said to be
         interested" (GOLFWEEK, 1/4 issue)....Buick Motor Division
         has signed an endorsement deal with PGA Tour rookie David
         Berganio.  Berganio will wear a Buick golf hat or visor
         while playing (Buick)....Marriott Vacation Club Int'l (MVCI)
         has reached a business agreement with Nick Faldo by which
         MVCI will open the Faldo Golf Institute By Marriott.  The
         Institute is scheduled to open in March, '97, in conjunction
         with the debut of the newest Marriott Vacation Club Resort,
         Marriott's Grande Vista, in Orlando, FL (MVCI)....Jayne
         Custred writes in the HOUSTON CHRONICLE to "look for a major
         announcement to be made soon naming Shell Oil Co. as the
         sponsor of the World Golf Hall of Fame" (HOUSTON CHRONICLE,
         1/7). For more golf news, see #6 and #11.

    Print | Tags: General Motors, Marriott, Minnesota Lynx, PGA Tour, Washington Nationals

              The Arnell Group in New York has acquired majority
         ownership in Pittsford, NY-based Paul Sports, Events and
         Entertainment Marketing.  Paul plans to move its office to
         New York this year (N.Y. TIMES, 1/9)....Speedway
         Motorsports, the company that owns and operates the
         Charlotte & Atlanta Motor Speedway, was up 21 5/8 as Wheat
         First Securities Brokerage made positive comments and
         repeated a buy recommendation  ("Nightly Business Report,"
         1/8)....MLS expects a "significant growth" in merchandising
         presence in '97.  Fans in '96 "frequently" were unable to
         buy MLS material, except at soccer specialty stores or the
         stadiums in MLS cities (USA TODAY, 1/9).

    Print | Tags: MLS, Speedway Motorsports Inc.

              The latest data from the Gallup Organization shows that
         nearly four out of five consumers who shopped at Ace
         Hardware in the last six months are aware of endorser John
         Madden, according to George Lazarus of the CHICAGO TRIBUNE. 
         When asked about Madden's relationship with "any company,"
         two out of three of those familiar with Madden, linked him
         with Ace.  Madden's contract with Ace pays him $500,000 a-
         year and runs through 2000 (CHICAGO TRIBUNE, 1/9).
              STARTER'S PICKS: CT-based Starter Corp. is hoping for a
         Packers-Patriots Super Bowl, as the apparel company makes
         uniforms both teams, according to Patricia Seremet of the
         HARTFORD COURANT.  If they make it to New Orleans, the
         company's logo could "be on every jersey on the Super Bowl
         field" and would translate into "untold media exposure
         dollars, leading to sales of team jerseys and caps." One
         media company exec told Seremet the exposure could translate
         into $72M worth of TV exposure (HARTFORD COURANT, 1/9).
              CAP RAP: West Bend, WI, DA David Resheske, on the
         Cowboys' Deion Sanders wearing a baseball cap "turned to one
         side, gang-style" during Sunday's Cowboys-Panthers playoff
         game: "We're going to all this trouble trying to educate
         parents and raise the awareness of the gang problem, and the
         league lets him go on national television like that.  That's
         just outrageous."  Resheske plans to follow up with NFL
         officials on the matter.  NFL Dir of Football Development
         Gene Washington: "There's not a league -- not basketball,
         baseball or football -- that's going to tell a player how to
         wear his cap" (MILWAUKEE JOURNAL SENTINEL, 1/9).
              WOMEN FANS: An excerpt from Sally Jenkins' book, "Men
         Will Be Boys," appears in today's N.Y. DAILY NEWS.  Jenkins
         writes on women's interest in the NFL and notes that 40% of
         the NFL's TV audience is women (N.Y. DAILY NEWS, 1/9). 

    Print | Tags: Dallas Cowboys, Green Bay Packers, New England Patriots, NFL

              A drop in the sales of baseballs, baseball gloves and
         basketballs led to losses for MO-based Rawlings Sporting
         Goods in the first quarter ended November 30, according to
         the ST. LOUIS POST-DISPATCH.  Sales dropped 20% from the
         year-earlier quarter, to $28.3M.  The net loss was $58,000,
         with a $.01 loss per share.  Rawlings said basketball sales
         were down due to promos with Pizza Hut and Wal-Mart, while
         baseball sales could not compete with the same period a year
         earlier, when Cal Ripken, Jr. memorial balls sold well. 
         Rawlings CFO Paul Martin said a rebound "is expected" in the
         second or third quarter, as baseball sales look to improve
         with a new MLB labor deal (ST. LOUIS POST-DISPATCH, 1/9).

    Print | Tags: MLB, Wal Mart
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