SBD/1/Sponsorships Advertising Marketing


          MBNA Corp. signed an exclusive deal to become the
     official credit-card issuer of MLB, according to the WALL
     STREET JOURNAL.  Terms of the deal were not disclosed, but
     "people familiar" with the pact said the five-year deal
     "could produce" up to $5M in annual revenue for MLB.  The
     deal includes use of logos for all the teams and other
     league-related marks.  In addition to an annual rights fee
     "of more than" $1M, MLB "will receive a fixed amount for
     every affinity card sign-up plus a percentage of card
     billings."  Sources added that Visa "is nearing" a national
     sponsorship with MLB  (WALL STREET JOURNAL, 3/28).
          SO MUCH FOR RUSSELL BEING OUT:  Russell Athletic's deal
     as the official supplier of MLB team uniforms has been
     extended through the '98 season (Russell).  Russell's deal
     was to expire at the end of this season (AD AGE, 3/31).  In
     N.Y., Steve Zipay reported that Nike "has suspended all
     talks" with MLB teams about local sponsorship deals because
     uniforms are not included.  Nike "plans to focus on its
     athletes," including Ken Griffey Jr. (NEWSDAY, 3/28).
          BOSTON: The GLOBE's Dan Shaughnessy, on the three giant
     fiberglass Coca-Cola bottles added atop Fenway Park's Green
     Monster: "It's a shocker, like standing outside the Sistine
     Chapel and seeing a sign announcing, 'Thursday is Bingo
     Night.' ... it's as if Billy Payne and [ACOG] landed in
     Boston."  Red Sox VP Dick Bresciani: "We didn't want a neon
     flashing bottle.  Nothing obstructive.  This is an old-style
     bottle, one that's well known.  The cap doesn't pop off. 
     There's no Coke shooting in the air.  We felt like we
     weren't ruining Fenway Park because for years there have
     been signs on and around Fenway" (BOSTON GLOBE, 3/29).  
          NEW YORK: The Yankees' Derek Jeter is on the cover of
     NEW YORK under the header "The Natural."  NEW YORK's James
     Kaplan writes that, "For the moment, Jeter's image -- in New
     York ... couldn't be stronger."  But he notes some market
     insiders claim Jeter is being "undersold."  Jeter, through
     his agent, IMG's Casey Close, recently signed a shoe deal
     with Fila, two weeks before the Yankees deal with adidas,
     "under which Jeter almost certainly would have made far
     more" (NEW YORK, 4/7 issue).  NEWSDAY's David Lennon notes
     MLB lawyers are discovering that the Yankees "did not
     violate any rules" in their deal with adidas and sources
     indicated MLB will not challenge the "unprecedented one-team
     deal that will separate baseball's richest club even further
     from the pack" (NEWSDAY, 3/31).  The Yankees signed a multi-
     year deal with ANC Sports Enterprises, LLC to use the Space
     & Time rotational signage system starting with he '97
     season. The signage will be behind home plate and behind the
     first and third base lines (ANC Sports).
          NOTES: USA TODAY's Hal Bodley called MLB's "ridiculous
     'March to Opening Day' promotion ... a bomb" (USA TODAY,
     3/28)....Eastman Kodak's three-year marketing deal with the
     Braves and Turner Field announced last week is estimated by
     sources to be in the $7-8M range (MEDIAWEEK, 3/31 issue).   
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