FINAL FOUR MADNESS: A SERIOUS PLAYER IN THE T-SHIRT MARKET

          During the Final Four, "there may be no one working
     harder than the folks at the Pro Player Plant in Hudson, NH,"
     according to CNBC's Mike Hegedus.  Pro Player, a subsidiary
     of Fruit of the Loom, and a $3B per-year company, is one of
     the NCAA's top four licensees.  Hegedus: "Of its $250 million
     a year in revenue, Pro Player does about $20 million in total
     NCAA and college sales."  Pro Player VP/Marketing Bob Kosky
     said the NCAA Tournament represents "about" 15% of its
     college business.  The company expects to triple last year's
     tourney T-shirt sales ("The Edge," CNBC, 3/27).
          CALLING ALL STATIONS: Final Four sponsors "have used San
     Antonio to make their pitches," as GTE has "peppered" the
     city with billboards saying, "The refs make the close calls. 
     We make the long-distance ones."  Hershey put up a two-story
     banner showing the men's tournament 64-team bracket.  PepsiCo
     has dispatched four Mountain Dew Hummer vehicles to "roam"
     the city streets (DALLAS MORNING NEWS, 3/30).