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The Sporting News (TSN) will add its brand name to the "increasingly crowded theme-restaurant arena next year," with the opening of the first Sporting News Grill in St. Louis, "planning two next year and eight in the following two years in small cities like Cincinnati, Memphis and Tampa," according to Terry Lefton of BRANDWEEK. TSN "is licensing its name" to an as yet-undisclosed Long Island, N.Y., restaurant group, but parent company Times Mirror Magazines "will retain an equity stake and participate in marketing and cross-promotions." Sources say the chain's position will be as "an upscale eatery," serving steaks and Italian/American fare, with an average price per-person "of around $30" (Terry Lefton, BRANDWEEK, 9/29 issue).