KELLOGG'S GETS TITLE SPONSORSHIP; MLS UNVEILS NEW '98 ADS

          Kellogg USA will become title sponsor of Soccer In The
     Streets, a GA-based, non-profit dedicated to bringing soccer
     to the inner city.  The Kellogg's Soccer In The Street
     program will be conducted in 13 cities (Kellogg's).
          MLS: MLS's new ad campaign from Dallas-based Dieste &
     Partners, "Lessons in Passion," was examined by Jerry
     Langdon in USA TODAY.  He called the spots "pretty good. 
     Particularly impressive is the 'Dancing' promo, set to Mambo
     music, with players making great faking moves and dribbling
     past defenders."  There will be eight spots, half of which
     have been completed.  The other half will be done by April
     (USA TODAY, 3/23)....BRANDWEEK's Terry Lefton reports that
     MLS is holding All-Star balloting at the 2,200 Kmart stores
     nationwide in a promo that also gets the league's licensed
     apparel "into mass retail for the first time."  All-Star
     voting runs May 3-June 28 with ballots available in Kmart's
     Sports Center licensed apparel areas.  Lefton adds that
     Kmart "gets the exclusive on MLS licensed apparel at mass
     merch for the rest of the year, while MLS gains access to
     one of the most desirable retail venues" (BRANDWEEK, 3/23).