BIG BLUE CONNECTS WITH NFL FOR SUPER BOWL SPONSORSHIP

          IBM has returned as sole sponsor of the NFL's
     Superbowl.com site on the World Wide Web in a $1M rights
     deal "believed to be the largest in the short history" of
     the Web, according to Terry Lefton of BRANDWEEK.  The deal,
     which was "sold through" NBC "requires considerably more
     support" from IBM than in past years.  Sources said that
     agency Ogilvy & Mather, NY, will produce ads leveraging the
     site "as a platform to push its Web commerce business."  IBM
     will produce the site, which was handled by Starwave last
     year.  NBC will back with on-air promos.  Last year's Super
     Bowl site generated more than 8 million hits, making it one
     of the Web's most visited sites.  Lefton adds that NFLP "has
     been pursuing IBM for years as a corporate sponsor and its
     execs consider getting the computer giant aboard and active,
     even at a smaller level, a potential stepping stone to a
     broader and more official relationship" (BRANDWEEK, 11/24).