DALLAS' MLS TEAM SETS UP A HISPANIC MARKETING GROUP TO BURN

          The MLS Burn is "reaching even deeper into its front
     office to influence Latinos," and has created a department
     "specifically for tapping that audience," according to Steve
     Davis of the DALLAS MORNING NEWS.  Last season, a "falloff in
     Latino interest" drove a 40% drop in attendance from its
     inaugural '96 season.  So, the team "created its own Latino
     marketing department," where Andy Swift, a former media and
     foreign-player liaison, will oversees a staff of three, "all
     of whom are bilingual and have Latino roots."  Burn officials
     say that they are "already seeing results," and last week
     sold 355 season-ticket packages, 44% of which came through
     the Latino department (DALLAS MORNING NEWS, 12/17).