SBD/19/Collegiate Sports

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              The College Football Hall of Fame in South Bend, IN, "is
         struggling" with attendance, as Exec Dir Bernie Kish said
         that early projections were "overly ambitious" and corporate
         sponsorship "hasn't approached the levels officials had
         envisioned," according to Teddy Greenstein of the CHICAGO
         TRIBUNE.  The Hall recorded an operating loss of "more than"
         $660,000 in '96, its inaugural year.  Although city officials
         originally promised that no taxpayer money would be used, the
         city has already contributed "about" $1.6M.  The National
         Football Foundation (NFF) has also provided $1M, which
         Greenstein writes "may be just a start."  The Hall is
         projecting '97 attendance at 65,000 -- down from the 120,000
         visitors in its first year (CHICAGO TRIBUNE, 11/18).
              CORPORATE ISSUES: The Hall had "hoped to line up seven
         major sponsors" at $1M each, but deals were made with Alka-
         Selzer, Coca-Cola, Burger King and the U.S. Postal Service,
         totalling just $1.725M.  Kish: "It has been surprising.  The
         feeling was that corporate sponsors were going to be a piece
         of cake."  With a $400,000 marketing budget, the Hall will
         advertise on billboards and in Chicago newspapers and radio
         stations.  Officials are seeking NCAA approval for an annual
         Hall of Fame game to be played in August.  Greenstein added
         that "despite all the effort, the Hall shows no sign of
         breaking even anytime soon," and that without a "dramatic
         increase" in sponsors, taxpayers will see the annual
         contribution rise from $1.2M to $2M (CHICAGO TRIBUNE, 11/18).

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