SBD/9/Sponsorships Advertising Marketing


          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). 

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