THE PRICE OF TUNA KEEPS GOING UP AND UP

          Bill Parcells has turned the Jets "into a hot marketing
     commodity," according to Philip Lentz in CRAIN'S N.Y.
     BUSINESS.  Corporations are "knocking on the team's door,
     eager to arrange high-profile sponsorships and promotions,"
     and "retailers have bulked up on Jets merchandise."  New
     York's WNBC has added a pre-game show featuring Parcells and
     Phil Simms and has "increased its ad rates for local
     commercials."  While the team raised ticket prices this
     season by 25%, "less than two dozen out" of nearly 78,000
     subscribers didn't renew.  Jets Exec Dir/Business Ops Bob
     Parente: "Almost every major sponsor came back after a 1-15
     season -- that's not typical."  Sponsors Modell's, Citibank
     and Hershey Food have "expanded" promos over last season,
     while McDonald's "signed a sponsorship deal for stadium and
     a preseason ticket promotion" (CRAIN'S N.Y. BUSINESS, 8/31).