WENDY'S LOOKING FOR BIGGIE SPONSORSHIP NHL DEAL?

          The NHL "is closing in on" Wendy's to sponsor its
     "long-vacant" domestic fast-food category, according to
     Terry Lefton of BRANDWEEK.  Although a deal has not been
     officially signed, sources "familiar with the negotiations"
     say that Wendy's "is close to committing to what would
     easily be its biggest property rights purchase, possibly
     translating into its biggest-ever promotional platform."  
     Sources tell Lefton that a "major factor in the deal" is
     Wendy's purchase of media on next year's Winter Olympics in
     Nagano on CBS.  The NHL agreement would grant Wendy's the
     "promo underlay to its Olympic media," while also being the
     "first executed jointly" with the NHLPA and NHL Enterprises. 
     The NHL had recently been talking with Taco Bell about the
     deal, but the company was "unwilling to pay much, if
     anything, for the NHL rights package, preferring to pay off
     in advertising and promotions" (BRANDWEEK, 5/12 issue).