DO THEY PUTT FROM THE WRONG SIDE? EMC'S CHALLENGE GOES EURO

          The EMC Golf Skills Challenge will expand to the 
     international market with the creation of the EMC Golf
     Skills European Challenge.  MA-based Woolf Golf orchestrated
     the sponsorship association for EMC, which will be the title
     sponsor of the event when it debuts May 18 at the Wentworth
     Club outside of London.  The announcement was made jointly
     by NBC Sports Ventures and TX-based Streetball Partners
     Int'l, which will own and operate the Wentworth event.  The
     event will be sanctioned by the European PGA Tour and U.K.-
     based NBC Supersports will handle event sponsorship packages
     and coordinate int'l TV coverage and syndication (Woolf).
          EMC SQUARED: EMC, which saw revenues of $2.94B in '97,
     is "embracing golf as a vehicle for delivering its branding
     message," according to BRANDWEEK's Tobi Elkin, who examines
     EMC's sponsorship of the Skills Challenge in its "Brand
     Builders" section.  Last year's golf event helped EMC close
     $25-$30M in business, and gave the company a platform to
     break a new TV spot that "helped illustrate the connection
     between information and golf."  Phil Sloan, Woolf Associates
     Managing Director/Marketing, said that in addition to the
     new European event, plans "are to explore an event in the
     Far East" in 1999, "at the earliest" (BRANDWEEK, 3/30).