Ogilvy & Mather Worldwide "estimates" that 134 million
     people will watch some portion of Super Bowl XXXII "or about
     44.7% of the nation's TV households will have their sets
     on," according to Sally Goll Beatty of the WALL STREET
     JOURNAL.  That means "nearly" 3.9% more people will be
     watching the game than last year, when 129 million people
     watched "some part" of Super Bowl XXXI.  One of the reasons
     is that media buyers say the four remaining teams "are
     considered roughly equal in audience popularity."  Ogilvy
     President of U.S. Broadcast/Programming Peter
     Chrisanthopoulos calls the Super Bowl contenders "great
     draws," and Beatty writes that each of the four remaining
     teams all have "stars whose personal stories feed sports
     writers and TV profilers."  Beatty adds "the strengths of
     individual networks are also a factor," and that NBC "has a
     better record of attracting big audiences to previous Super
     Bowls than CBS and ABC" (WALL STREET JOURNAL, 1/7).
          AD ROSTER: CA-based Auto-By-Tel will again purchase ad
     time during this year's Super Bowl.  After last year's spot,
     Auto-By-Tel reported a 50% increase during February '97. 
     This year's spot is entitled "Come As You Are" and will run
     during the second quarter (MEDIA CENTRAL, 1/7).
     

          The 140 million cans of Campbell's Soup featuring
     skaters Nicole Bobek, Tara Lipinski and Michelle Kwan, mark
     the first time Campbell's has ever put a photograph of a
     living person on its classic red-and-white labels.  The cans
     are part of an ad campaign by BBDO Worldwide, NY.  A TV spot
     with the skaters will air later this month (PHILADELPHIA
     INQUIRER, 1/7)....Celtics Coach Rick Pitino will unveil his
     line of Pitino Classic Italian products, including pastas,
     pasta sauces and salsas, at an invitation-only reception
     January 12 in Boston.  Pitino plans to donate all profits
     from sales to charities through the Daniel Pitino
     Foundation, named after his infant son who died in '87 due
     to a genetic condition (BOSTON BUSINESS JOURNAL, 1/5). 

          MI-based graphics firm Stahls', which recently became
     the exclusive supplier of NHL player name and number kits
     for replica player jerseys, was profiled by Edward Cardenas 
     of the DETROIT NEWS.  Stahls' will now provide names and
     numbers of all the players in the NHL, in addition to
     selling the kits to sporting goods stores and other hockey
     item outlets.  Last season, 1.3 million replica jerseys were
     sold in the U.S. and Canada, with sales of $55M.  Stahls'
     top 10 requested NHL player jerseys: 1) Steve Yzerman; 2)
     Brendan Shanahan; 3) Pavel Bure; 4) Mark Messier; 5) Joe
     Sakic; 6) Patrick Roy; 7) Eric Lindros; 8) John LeClair; 9)
     Martin Brodeur and 10) Jaromir Jagr (DETROIT NEWS, 1/3).

          SRi Prime Consulting, a part of Sponsorship Research
     Int'l (SRi) and an independent division of ISL Worldwide,
     has opened an office in Norwalk, CT, to focus solely on
     consultancy.  The agency will provide advice in all aspects
     of sports sponsorship including planning, recommendation,
     implementation, marketing and evaluation.  The CT office
     will focus on developing U.S. business as well as offering
     international clients U.S. market expertise.  Tom Lindon has
     been appointed SRi Consulting VP.  Lindon worked for 11
     years at Millsport, where he was responsible for corporate
     consulting on sports/special event sponsorships (SRi).
     

          Phil Mickelson's equipment deal with Yonex may be worth
     "between" $20M-25M over five years depending on incentives,
     according to an AP report on ESPN SportsZone.  In return,
     Yonex "has language in the deal requiring Mickelson to have
     14 Yonex clubs in his bag and to wear a hat or visor bearing
     the company's name."  The report adds, "It will be
     interesting to see if Mickelson sticks to those two
     provisions since he dislikes wearing a hat, carries a non-
     Yonex putter and at times" hits a Big Bertha (AP, 1/7).
          CUTTER & BUCK'S NEW LINE: Seattle-based designer Cutter
     & Buck "will launch its first-ever line of women's
     sportswear," according to Lee Moriwaki of the SEATTLE TIMES. 
     The collection will be introduced at the PGA of America show
     in Orlando, FL, later this month and be available in
     specialty stores this summer.  Moriwaki reported that Cutter
     & Buck's announcement "caught some industry watchers by
     surprise" as the company had "indicated it would remain
     focused on its men's collection."  Cutter & Buck named
     Silvia Roberts, former Nordstrom's designer, as its women's
     sportswear designer (SEATTLE TIMES, 1/6).
          NOTES: Corporate tents for the '99 Ryder Cup in
     Brookline, MA, "are close to sold-out already" (BOSTON,
     1/98)...Nancy Lopez has left Tommy Armour Golf to develop
     her own equipment line with The Arnold Palmer Golf Co.  The
     new line, including irons, woods, bags and gloves, will be
     introduced at the PGA of America show in Orlando (AP, 1/6).