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SBD/12/Sponsorships Advertising Marketing
SPORT-HALEY INKS ZOELLER TO FIRST DEAL SINCE WOODS INCIDENT
Published January 12, 1998
CO-based Sport-Haley signed golfer Fuzzy Zoeller to a one-year contract to endorse its clothes, according to the DETROIT NEWS. It marks Zoeller's first sponsorship "since he was dropped" by Kmart last year after remarks he made about Tiger Woods at The Masters. Analysts say the deal "is a positive step" for Sport-Haley. John G. Kinnard & Co. analyst Tom Emmel, who has a "strong buy" on Sport-Haley: "He's a well-recognized name, and that's all that matters." Sport-Haley CEO Robert Tomlinson said Zoeller "will be the centerpiece" of the company's advertising: "We definitely think he's on the rebound." Zoeller joins golfer Neil Lancaster and the LPGA's Terry-Jo Myers and Donna Andrews as Sports-Haley endorsers (DETROIT NEWS, 1/10).