Visa Int'l has become the official payment card, and
     one of six global sponsors, of next year's Rugby World Cup
     in a deal "thought to be worth" $16.7M, according to Patrick
     Harverson of the FINANCIAL TIMES.  The event, played in the
     UK, Ireland and France, is expected to attract a TV audience
     of three billion (FINANCIAL TIMES, 3/2).
          COCA-COLA'S FIFA DEAL: BRANDWEEK's Terry Lefton writes
     that Coca-Cola's eight-year sponsorship deal with FIFA,
     which includes the 2002 and 2006 World Cups, shows the
     company "is employing a different investment strategy
     overseas from its current domestic associative marketing
     shifts.  In the U.S., company execs have questioned buying
     rights to big-ticket sports and entertainment events, such
     as the Super Bowl, whose tickets aren't affordable for key
     demos like kids.  In soccer, tickets are still relatively
     cheap and accessible and the benefit of international
     exposure remains [an] attractive lure even for as big a
     brand as Coke" (BRANDWEEK, 3/2 issue).
          FEEL THE FORCE, LUC: Bulls C Luc Longley is "an
     endorsement king" in his native Australia, according to
     Chris Tomasson of the AKRON BEACON JOURNAL.  Longley appears
     in commercials for Qantas Airways and Sprite, and his face
     is on a McDonald's cup (AKRON BEACON JOURNAL, 3/1).

          NBC "is close to inking" a multiyear advertising deal
     with Honda Motor Co., one of the first deals under its new,
     four-year NBA contract, according to Wayne Friedman of the
     HOLLYWOOD REPORTER.  The deal will likely increase Honda's
     total ad costs by 30% to 35% compared with terms of its
     current NBA on NBC package.  NBC's current NBA advertiser
     deals expire at the end of the this season.  NBC currently
     receives "nearly" $100,000 per 30-second spot for a regular
     season game, and anywhere from $110,000-$500,000 a spot
     during the playoffs and championship.  NBC is reportedly
     seeking nearly $90M for a four-year NBA automotive sponsor,
     compared with $55-$60M the net commanded from each of its
     current auto sponsors.  Friedman added that although Honda's
     total costs will be higher, its CPM's, or cost per thousand
     homes, should only rise by about 10% because NBC will air
     more games in the next contract (HOLLYWOOD REPORTER, 2/2).

          Michelle Kwan has signed a deal to promote Unilever's
     Fresh Deodorant Caress soap, according to USA TODAY's Bruce
     Horovitz.  Sports marketing analysts estimate the deal is
     for under $100,000.  Kwan's agent, Shep Goldberg, said that
     a second "major" endorsement contract for Kwan "will be
     announced within 30 days."  In a sidebar, Horovitz writes
     that although Kwan won a silver medal at the Nagano Games,
     she proved that "there's something that may be just as
     relevant to consumers as winning gold: swell sportsmanship. 
     By finishing a gracious second, Kwan could emerge the
     surprise winner of the Olympic endorsement derby."  Harvard
     Marketing Professor Stephen Greyser: "Leaving the Olympics
     with her reputation intact was, perhaps, more important that
     winning first place" (Bruce Horovitz, USA TODAY, 3/2).

          Buoyed by their new logo and uniforms, the Buccaneers
     went from 28th to 16th place in sales of NFL licensed
     merchandise in '97 (USA TODAY, 3/2)....CA-based No Fear,
     "famous for outfitting skaters and surfers," has re-designed
     the logo of the AFL Orlando Predators.  The new logo is No
     Fear's first pro sports design (ORLANDO SENTINEL, 3/1)....In
     N.Y., Kimberly Stevens wrote that Gatorade's newest flavor,
     Midnight Thunder, "is the shade of black leather jackets,
     black jeans and black hair dye.  The company hopes the shock
     value will appeal to customers, particularly young ones." 
     Gatorade Dir of Marketing Communications P.J. Sinopoli, on
     the new blackberry flavor: "This product has an in-your-face
     attitude that teens seems to love.  It's important to stay
     hip with youth" (N.Y. TIMES, 3/1)....In Denver, Penny Parker
     examined CO-based Bolle, which signed Picabo Street shortly
     before the Olympics.  Gart Sports VP/Marketing Fran Victor:
     "If they get Picabo out making personal appearances wearing
     Bolle sunglasses and endorsing them, it will amplify (the
     brand)."  Other athletes who endorse Bolle products include
     Martina Hingis and Jacques Villeneuve (DENVER POST, 3/1).

          Casey Martin has signed endorsement deals to play Top-
     Flite balls and Ping clubs and to display The Hartford
     Insurance logo on his bag, according to Ron Sirak of the AP. 
     Martin has scheduled a news conference for Tuesday when he
     returns to the Nike Tour to play at the Greater Austin
     Classic in TX.  Sirak reported that "three industry sources"
     confirmed the deals to the AP.  Spalding Sports,
     manufactures of Top-Flite and Karsten Manufacturing,
     manufacturers of Ping, refused to confirm or deny the deals.
     Officials with The Hartford Insurance offices could not be
     reached for comment (AP, 2/28).  Martin was interviewed this
     morning on NBC's "Today."  Asked about lucrative endorsement
     deals, Martin said he wasn't "going to comment on it too
     much."  Martin: "I'm generally not getting paid what Tiger's
     getting paid, but there've been some opportunities and ... I
     never expected it, but I'm not going to turn it down."  On
     returning to the Nike Tour: "I do want to play well.  I've
     never dealt with this kind of exposure and media attention
     and I don't really want to go make a clown of myself.  But
     I'll just accept whatever happens as for the best and I'll
     do my best.  I can't promise anything.  I'm just grateful I
     have a chance now" ("Today," NBC, 3/2).
          MORE MARTIN: Martin is profiled by NEWSWEEK's John
     Leland who writes that his case vs. the PGA Tour was "a
     victory of David over Goliath, or a judicial intrusion into
     the integrity of professional sport.  It pits a stock hero 
     -- brusquely handsome, devoutly Christian, a young man
     battling constant pain -- against an association with a
     history of exclusion" (NEWSWEEK, 3/9 issue).