AMERICAN BOWL GIVES BILLS NEW MARKETING OPPORTUNITY

          The Bills kicked off their Toronto marketing blitz in
     conjunction with their American Bowl game against the
     Packers, according to Leo Roth of Rochester DEMOCRAT &
     CHRONICLE.  Bills VP/Administration Jim Miller: "This is not
     just another game.  This is a chance to market our product
     in what may be the most fertile ground we have to operate." 
     Canadian Via Rail will operate two special trains from
     Toronto to Buffalo for games this fall, and on Friday, the
     Bills explored sites for a potential Toronto office to be
     staffed by one or two people to sell suites and tickets. 
     The team is also considering a Canadian marketing firm to
     handle the task (Rochester DEMOCRAT & CHRONICLE, 8/15).
          THE GAME: In Toronto, Gary Picknell wrote that the
     league-announced crowd of 53,896 for the American Bowl
     "appeared more in the neighborhood of 45,000."  While it was
     still the biggest attendance for an event at the SkyDome
     this year, "the empty seats seemed to stick out."  Sun Media
     Corp. CEO Paul Godfrey, co-chair of the American Bowl:
     "There are some no-shows."  NFL Dir of Int'l Relations Pete
     Abitante said the game was sold out and that the number of
     no-shows wouldn't impact any future decision to hold another
     game at the SkyDome (TORONTO SUN, 8/17).  
          TWO SIDES: Under the header "A Bowl Full Of Boredom,
     Not Fans," the STAR's Ken McKee asked, "Is the American Bowl
     chapter of Toronto's courtship with the [NFL] at an end?" 
     He noted unconfirmed reports that TV interests "guaranteed"
     the remaining 5,000 tickets in order to ensure a sellout and
     lift the TV blackout.  Godfrey didn't speculate on future
     games but said, "To be in the NFL, and that is our goal, you
     have to co-operate with the NFL.  I'm prepared to do
     whatever gives us the quickest route in and if they ask,
     we'll do it" (TORONTO STAR, 8/17).  In comparison, Robert
     Benzie wrote that the NFL "stormed back into town yesterday,
     delighting" the fans (TORONTO SUN, 8/17).
          CFL ALL-STARS: The CFL is considering pitting its All-
     Star team against the World League of American Football
     champions rather than its Grey Cup champions.  Ken McKee:
     "The thinking is that such a matchup would be more
     attractive to U.S. television" (TORONTO STAR, 8/17).