FOX LOOKS TO TAKE NFL MESSAGE OUTSIDE OF NETWORK PROMOS

          Promos with 7-Eleven and Southwest Airlines are "two
     examples of how Fox is teaming up with an assortment of
     advertisers via marketing programs designed to promote
     coverage of the 1997-98 NFL season," according to Langdon
     Brockinton in MEDIAWEEK.  Fox has also "joined forces" with
     Miller Brewing, Mazda, Gallo Wine and the NFL.  Fox Sports
     VP/Marketing & Promotions Neal Tiles: "We're seeking
     different ways to partner with advertisers -- to extend our
     brand beyond the on-air network promos."  A "November to
     Remember" sweeps begins in October with in-store displays at
     7-Eleven with Miller, Mazda and "NFL on Fox" identification. 
     The promo gives away Mazda trucks and trips to Fox's "key"
     games in November.  Southwest Airlines' involvement includes
     issuing "NFL on Fox" shirts to airline employees to be worn
     on the job during September.  Fox-branded NFL schedules will
     be wrapped around the necks of 3 million Gallo wine bottles
     and distributed in October (MEDIAWEEK, 8/18 issue).