A new company owned by BILL FROMM, DAN FROMM and JOE
     SCIARA last month formed B&E SPORTS MARKETING.  The new
     company, "looking for ways to marry corporate sponsors to
     sports-marketing opportunities," is already working with
     Sprint on a prepaid Foncard program, and Petty Enterprises
     is using B&E for sponsorship management and marketing
     consulting.  Sciara, who worked at Western Auto, will be the
     VP/GM of the new venture.  Fromm is an ESPN Producer on
     NASCAR Winston Cup events and will continue to work at ESPN
     for the next year.  Although the "sports marketing group
     will branch into other areas, its primary focus will be on
     motor sports, primarily NASCAR" (K.C. STAR, 3/3). 

          BRANDWEEK's Terry Lefton reports that SI's Dir of
     International Publishing & Olympics MERRILL SQUIRES is
     leaving to become a partner in Dallas-based The Marketing
     Arm (BRANDWEEK, 3/2)....The LPGA named ERIC ALBRECHT as Dir
     of Operations for the Teaching & Club Professional Division. 
     Albrecht was with the National Kidney Foundation (LPGA). 
     ...DC-based architecture and engineering firm STAR Alliance
     has named LAURIN MCCRACKEN as its first CEO.  McCracken
     comes from HNTB where he directed the firm's national and
     int'l marketing services program (STAR Alliance).
          PROMOTIONS AND APPOINTMENTS IN TORONTO: The Blue Jays
     made the following personnel moves: Promoted VP/GM GORD ASH
     and VP/Business BOB NICHOLSON to Exec VPs, promoted HOWARD
     STARKMAN to VP/Media Relations; GEORGE HOLM to VP/Sales &
     Operations and SUSAN QUIGLEY to VP/Finance & Administration. 
     The team also named RICK AMUS as Dir of Corporate
     Publishing, PETER COSENTINO as Dir of Communications and
     GARY ANDERSON as Dir of Merchandising (SportsTicker, 3/3).

          On Sunday morning outside of S.F., LATRELL SPREWELL
     "lost control of his car and caused another to flip.  There
     were no major injuries, no tickets issued.  The accident is
     under investigation" ("SportsCenter," ESPN, 3/2)....The
     world premiere of "My Giant," starring BILLY CRYSTAL and
     Wizards C GHEORGHE MURESAN, took place Friday in DC ("ET,"
     3/2)....DON KING says that MIKE TYSON has been paid "every
     penny" due to him under contracts King has negotiated, and
     that he would welcome "a full and independent audit of every
     transaction" (Mult., 3/3)....GRANT HILL will tape scenes
     this weekend for an upcoming episode of "Home Improvement"
     (DETROIT FREE PRESS, 3/3)....VENUS WILLIAMS will be a guest
     tonight on the "Tonight Show" with Jay Leno.  MARTINA HINGIS
     is Leno's guest Wednesday (ST. PETE TIMES, 3/3)....TARA
     LIPINSKI and her parents will appear live on CBS's "Public
     Eye with BRYANT GUMBEL," tonight at 9:00pm ET (Mult., 3/13).