SBD/19/Sponsorships Advertising Marketing


          NJ-based Integrated Sports Int'l has been retained by
     General Mills (GMI) to serve as GMI's licensing rep for its
     Wheaties brand on non-food products (ISI)....Phil Rizzuto
     and Jim Lampley will appear in TV ads and infomercials for
     NY-based National Finance Corp. lending division (N.Y. DAILY
     NEWS, 3/19)....The marketing of Canada's Don Cherry is
     examined by Shawna Richer in the Toronto GLOBE & MAIL, who
     writes that Cherry is "the most ubiquitous media figure in
     Canada."  Richer reports that Cherry "spurns many more
     endorsement offers than he accepts" (Toronto GLOBE & MAIL,
     3/19)....ESPN Latin America added Chrysler to its
     advertising roster.  The deal includes sponsorship of ESPN's
     Spanish League Football's '98-99 season, and partnership in
     consumer promos in Brazil and Argentina (ESPN Int'l).

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ESPN, Walt Disney, Wheaties

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