SUPER BOWL HYPE BUILDS: WHO HAS TRADEMARKS TO PACK-TO-PACK?

          CNBC's Scott Cohn reported that 16-year-old Chris Olson
     has applied for a trademark for the phrase "Pack-to-Pack." 
     If Cohn gets the OK, Logo Athletic "has agreed to make T-
     shirts and sweatshirts with the phrase, and Chris would get
     a cut."  But CT-based Starter Corp. "is already planning to
     offer 'Pack-to-Pack' T-shirts of its own if the Packers win. 
     Those shirts are already for sale on Starter's Web site." 
     Cohn reported that Starter VP John Warfel said that "he is
     not sure whether Starter had also applied for a trademark. 
     Now, the lawyers are hashing it out."  Starter planned to
     have T-shirts with the phrase in the Packers locker room if
     they won the game ("Business Center," CNBC, 1/15).
          EASY DOES IT: USA TODAY's Larry Weisman reports that
     Brett Favre has turned down endorsement deals with Wheaties,
     Disney, Jay Leno, David Letterman and the Milk Processors
     (which he did in '97), to spend the week "preparing."  The
     Nat'l Milk Processors "enlisted" Reggie White and John Elway
     for the shoot (USA TODAY, 1/16).