The AHL has renewed its marketing partnership with
     Anheuser-Busch and its Bud Ice and Bud Ice Light brands. 
     Bud Ice and Bud Ice Light will become the official beers of
     the AHL and Bud Ice will serve as an official sponsor of the
     '98 All-Star Classic and be title sponsor of the Bud Ice
     Goaltender of the Game award.  The league also renewed its
     deal with Sher-Wood through the '99-2000 season.  The deal
     makes Sher-Wood the official stick of the AHL as well as
     title sponsor of the Sher-Wood AHL Player Of The Week. 
     Sher-Wood will also receive title sponsorship to three skill
     events at the AHL All-Star Skills Competition and receive 
     dasherboard signage at the All-Star Classic (AHL).

          S.F.-based Global Exchange "plans demonstrations in 50
     U.S. cities on Saturday," to protest Nike's labor practices
     in Asia, according to USA TODAY's Melanie Wells.  The
     "watchdog group" hopes to "hit Nike where it will hurt: On
     college campuses."  Meanwhile, Nike is running ads today in
     college newspapers across the U.S. that urges students and
     administrators to visit its Web site where it gives details
     of its action against factory abuses overseas.  Wells adds
     that Nike is also planning to hand out fliers at some
     protests (USA TODAY, 10/17).  In DOONESBURY, Gary Trudeau
     continues his week-long focus on Nike and mentions
     Saturday's "Nike Awareness Day" (THE DAILY). 
          NIKE RESPONSE: Nike released preliminary findings from
     a study conducted by a faculty/MBA student team at
     Dartmouth's Tuck School on worker's spending patterns in
     Vietnam and Indonesia. The study indicates that Nike
     contract factory workers can meet basic needs and have some
     income for discretionary spending and savings (Nike).
          NIKE BOYCOTT: In Boston, GLOBE columnist Derrick
     Jackson writes on Nike under the header, "Running From
     Nike," that he and his wife "have boycotted Nike for years." 
     Jackson: "Nike is one of the world's greatest examples of
     legal consumer fraud.  Nike gets people to think a pair of
     shoes makes them worth a million dollars.  It gets them to
     forget that the shoe workers are often treated as if they
     have no worth at all" (BOSTON GLOBE, 10/17).

          SHAD-DADDY: An NBA spokesperson said the league is
     "looking into the situation" of Shaquille O'Neal taping over
     the Nike logo on his team shooting shirt (Mult., 10/17).
          NHL: MBNA America Bank announced that the NHL has
     extended its exclusive agreement making MBNA the official
     MasterCard credit card issuer for the NHL and its 26 member
     teams to the year 2002 (MBNA)....ANC Sports Enterprises has
     reached multi-year agreements with the Senators, Lightning
     and Kings to supply rotational dasherboard signage in their
     arenas beginning with the '97-98 NHL season (ANC). 
          ABL: Safeway Food & Drug has become a "major" sponsor
     of the ABL's San Jose Lasers through 2000 (Lasers)....NY-
     based Finlay Sports will serve as the official printer of
     the ABL, and will print the league's monthly program, the
     ABL media directory, all nine ABL team media guides (ABL).
          GENERAL: FL-based Entry Media has contracted the
     FleetCenter to add turnstile advertising, starting with the
     Bruins in '97-98.  The sponsor will be the Boston Globe
     (Entry Media)....The CISL's "GMC Safari Million Dollar Kick"
     will be held at halftime of Game Two of the league's
     Championship Series on Sunday (CISL)....Ohio area Retailers
     were "overwhelmed" with the demand for Indians AL
     Championship T-shirts, sweatshirts, caps and assorted
     memorabilia (AKRON BEACON JOURNAL, 10/17)....ProServ has
     been retained by the Holiday Organization to manage the
     annual ATP Tour event in Commack, Long Island (ProServ).
     ...Fleet Financial Group has run ads in the WALL STREET
     JOURNAL and BUSINESS WEEK touting its role in the financial 
     refinancing of the Ravens deal.  The ads feature the Ravens'
     uniform, helmets and team marks (THE DAILY).

          The Greg Norman Collection, a division of Reebok Int'l,
     has signed two-time Olympic volleyball champion Bryan Ivie
     as the first athlete other than Norman to endorse the line. 
     The Collection said Ivie's signing demonstrates its intent
     to "expand the brand, reaching beyond the golf course." 
     Ivie will promote the Collection on and off the court, "in
     particular" the swim/sport group.  He'll also be a part of
     the spring '98 ad campaign (Greg Norman Collection). 

          ESPN has sold out all Gold Sponsorships for its second-
     annual Winter X Games, renewing deals with last year's Gold
     Sponsors AT&T, Nike, Mountain Dew, Pringles, Taco Bell and
     Volkswagen.  Second year associate sponsors Salomon, the
     U.S. Marines and Visa will be joined by newcomers Speed
     Stick Ultimate and Starburst Fruit Twist.  One associate
     sponsorship remains available.  Sponsorship benefits include
     a media presence on ESPN, ESPN2, ESPN radio, ESPN SportsZone
     and print exposure, along with on-site and hospitality
     opportunities.  A special, 24-page "Guide to Winter X"
     insert will be in 550,000 copies of the year-end double
     issue of Rolling Stone magazine and 160,000 copies of
     Snowboarder magazine.  ESPN, ESPN2 and ABC will televise 17
     hours of original programming for the Winter X Games (ESPN).