Anheuser-Busch has named Bud Light the official beer
     sponsor of the U.S. Women's National Soccer Team and its
     events.  As beer sponsor of the Women's National Team, Bud
     Light will have on-field board signage at all televised
     games, two 30-second TV units, opening billboard credits,
     rotating clock IDs and scoring summary branding in all
     national TV broadcasts (Anheuser-Busch).

          The IHL Ice Dogs printed trading cards of nine of its
     players, plus its mascot, Spike.  The cards will be given
     away to the first 2,500 fans, 14-and-younger, at Saturday
     and Sunday home games (ORANGE COUNTY REGISTER, 11/4)....NY-
     based New Era Cap President Christopher Koch said the MLB
     cap business is "good again."  Koch: "We're probably up, as
     a rough percentage, 30 percent from last year.  It gets us
     back to prestrike years" (BUSINESS FIRST, 11/3 issue).
     ...Fallon McElligott Berlin Chair Andy Berlin is leaving to
     start Berlin, Cameron & Partners.  Berlin said that
     assignments from such clients as the NBA, NBC and Conde Nast
     "have moved to the new agency."  But Fallon President Bill
     Westbrook said it was "premature" to say which clients will
     remain with the agency (WALL STREET JOURNAL, 11/5). 

          Robert Erb, adidas' Dir of Sports Marketing, is named
     one of BRANDWEEK's "'98 Hot Marketers" and profiled by Terry
     Lefton.  In charge of landing sports sponsorships, signing
     endorsers and running promos that leverage its properties,
     Erb "has a lot to do with maintaining a genuine sports
     heritage positioning" at adidas.  Lefton adds that as it
     "makes its way back into America's brand consciousness,"
     adidas is "unquestionably the brand Nike worries about
     most."  Erb: "If Nike is 'sports as entertainment,' and
     Reebok seems to be reinventing itself constantly, we're back
     with sports for its own sake."  Lefton adds that Erb has
     secured sponsor deals with "top" NCAA schools, NBA/WNBA
     league deals, and is close to a deal with the NFL "that
     should get" adidas shoes on NFL fields "now restricted to
     Nike and Reebok," but Erb's "biggest coup" was adidas'
     comprehensive "renegade" deal with the Yankees.  Erb also
     heads the company's "athlete endorsers, dominated by
     teenagers."  Erb: "We look for youth and potential.  Kobe
     [Bryant] is not [Michael] Jordan, but if there is another
     Jordan, he might be it" (BRANDWEEK, 11/3 issue).

          Foot Locker and Walt Disney World are "teaming up" in a
     retail and marketing venture that will add a 40,000-square-
     foot superstore to Disney's Wide World of Sports complex in
     Lake Buena Vista, FL, according to Christopher Boyd of the
     ORLANDO SENTINEL.  Foot Locker plans to open its sports
     footwear and apparel store in Disney World in "early" '99,
     and will "promote Disney's sports events in its 2,000 stores
     around the world" (ORLANDO SENTINEL, 11/5).  The partnership
     includes Foot Locker's title sponsorship of the sports
     complex's track and field venue, soon to be named the Foot
     Locker Track and Field Complex.  The facility will become a
     venue for "several" of Foot Locker's sports marketing
     programs, such as the 19th annual Foot Locker Cross Country
     Championships National Finals this December (AD AGE, 11/5).

          MA-based Titleist will introduce the official Tiger
     Woods Headcover to retail, an exact replica of the tiger
     spots/colors headcover Woods currently uses on his drivers. 
     In Boston, Alison Gibbs reported that each Woods Headcover
     has a personalized "Love from Mom" message embroidered along
     the back, in Woods' mother's native Thai language.  The $30
     headcover "should be" in stores by this weekend (BOSTON
     HERALD, 11/4).  Titleist will also release 10,000 sets of
     Tiger Woods Limited Edition Commemorative Series golf balls. 
     Produced in seven colors, each package is marked with the
     name, date and site of the events won by Woods this season. 
     Suggested retail for the 21-ball set is $500 (Titleist). 
          CHIP SHOT: MacGregor Golf said it will begin spending
     $10-15M annually from '98-2002 on its advertising and
     marketing strategies, according to Lynn Henning of GOLFWEEK. 
     MacGregor and NC-based agency Howard, Merrell & Partners
     said that would cover MacGregor's marketing and advertising,
     player endorsements and other strategies.  Currently,
     MacGregor's only "contracted name players" are Darren Clarke
     and Robert Allenby (GOLFWEEK, 11/1 issue).