COORS SEES MANY HAPPY RETURNS FROM ASSOCIATION WITH ROCKIES

          Since Coors signed a 15-year, $30M deal with the
     Rockies in '95 "for naming rights, an equity stake as a
     limited partner in the ballclub and other advertising and
     marketing perks," Coors officials say that "they know it's
     bringing the company benefits," according to Emily Narvaes
     of the DENVER POST.  Ruben Valdillez, Coors Mgr. Corp.
     Communications: "We understand what it does for us.  Our
     association with the Rockies strengthens every time 'Coors
     Field' is uttered."  Dean Bonham, CEO of CO-based The Bonham
     Group: "Coors Field has in our estimation received a much
     more positive value and image association than could have
     been anticipated at the time they signed the deal."  Bonham
     said that "if one pretends that the $30 million went solely"
     to the purchase of naming rights, the value of the same deal
     would be worth $35.4M today, and the increase "would be even
     greater with the equity stake and advertising opportunities
     tossed in" (DENVER POST, 6/29).