SBD/1/Sponsorships Advertising Marketing

THE REID THING: 13-YEAR-OLD HAS ENDORSEMENTS AND AN AGENT

          The marketing of 13-year-old Australian tennis prodigy
     Todd Reid was examined by Robin Finn of the N.Y. TIMES in a
     front-page feature.  No 13-year-old male tennis prospect
     "has ever pocketed this much money or generated this much
     hype."  Reid: "I don't really know how good I am, but it's
     nice to get all the free stuff" (N.Y. TIMES, 11/30). 
          TOO MUCH, TOO SOON? Reid, whose agent Pete Colbert also
     acts as his legal guardian, "already boasts five corporate
     sponsors and a three-year tennis scholarship" to the
     Bollettieri Sports Academy in FL.  Colbert signed
     sponsorship deals with Qantas, KFC, Head and adidas, which
     enabled the Reid family to send him to Bollettieri's
     academy.  Todd's father Bob Reid, on his son's sponsorship
     deals, which total a reported $350,000: "I think there's a
     difference between exploiting someone and trying to build
     them a comfortable future."  Finn added that "while there is
     confusion as to whether Colbert initiated contact" with
     agencies IMG and Advantage Int'l over representing Reid,
     both agencies say that Colbert "was looking for too much,
     too soon."  IMG's Gavin Forbes: "We suggested to Peter that
     he should slow it down a little" (N.Y. TIMES, 11/30).  
          LOCAL LEVEL: KFC, which estimates its investment in
     Reid at the "low-level six-figures" over three-years, is
     hoping to use its ties to Reid "for a future challenge to
     McDonald's, a prominent sponsor of Australian tennis."  KFC
     Regional Marketing Dir Greg Creed: "It's about investing
     some money behind a young kid who needed help. ... And I'd
     have to say I was a little surprised at the level of
     exposure that's been provided" (N.Y. TIMES, 11/30).
          
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