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SOME ATHLETES NEVER FADE AWAY, THEY JUST BECOME SUPERSTARS
Published December 2, 1997
IMG's TWI "is reviving its legendary made-for-TV sports program, 'The Superstars' for a 25th anniversary special," according to Jeff Jensen of AD AGE. The special "could serve as a springboard for a new ongoing property that TWI would market." TWI has bought time on ABC to air the 2-hour special on March 7, with Sea-Doo as an associate sponsor. Marketers in automotive and telecom "are being approached for title sponsorship," priced at $250,000. The title sponsor "will also have to claim 10 of 40 ad units," each priced at $30,000. Associate sponsors will be linked to individual challenges. Olympian Dan O'Brien and Cowboys RB Herschel Walker are the first athletes to agree to compete, and eight others "are being sought." Jensen also writes that past participants will be brought back "to reminisce." TWI is handling all ad sales (AD AGE, 12/1 issue).