BUBBLE YUM BECOMES FIRST OFFICIAL BUBBLE GUM OF MLB

          Nabisco's Bubble Yum has signed on as the first
     official bubble gum of MLB, according to Terry Lefton of
     BRANDWEEK.  Bubble Yum will put MLB logos on the outside of
     its 100 million packages and may offer additional logo
     exposure inside.  In other news, Lefton reports that Nabisco
     will leverage its new, five-year, $10M NCAA corporate
     sponsorship with a March Madness promo on 55 million
     packages of Oreos and Air Crisps beginning next month....A
     new $1.5-2M Fila campaign behind Derek Jeter airs through
     early April and "likely" includes outdoor and print ads. 
     The campaign runs around the theme: "Can you Jeter?"  Fila
     will break a "similar-sized campaign" for its Stackhouse 3
     sneaker on February 20, followed by a campaign in mid-May
     backing the company's first signature shoe for Chris Webber. 
     A launch of the Nikki McCray shoe will coincide with the
     June tipoff of the WNBA (BRANDWEEK, 2/16 issue).