Indianapolis Motor Speedway (IMS) and PepsiCo announced
     an agreement that names Pepsi as the Official Soft Drink of
     IMS and the IRL.  The deal gives Pepsi exclusive pouring
     rights for all IMS events, including the Indy 500 and
     Brickyard 400, entitlement to Indy FanFest, now renamed
     "Pepsi Indy FanFest," and an interactive entertainment
     complex operated during May at IMS.  Also, the IMS Hall of
     Fame Museum food and beverage services will be renamed the
     "Pepsi Pit Stop."  In addition to its IRL support, Pepsi
     currently has pouring rights at 14 of 20 NASCAR Winston Cup
     race tracks (IMS).  BLOOMBERG reports that although Coca-
     Cola is a NASCAR partner, Pepsi "has been spending freely"
     to align with race tracks (BLOOMBERG NEWS/L.A. TIMES, 4/2).
          OTHER PEPSI STUFF: "Access Hollywood" featured Pepsi's
     new ad starring Shaquille O'Neal, which has yet to air.  The
     spot is for Pepsi's new 24-oz. bottle, and features O'Neal
     with a group of children.  The voiceover: "Introducing the
     24-ounce bottle from Pepsi.  It's perfect for a lot of
     little thirsts, or one great big thirst" ("AH," 4/1).
          

          Hamilton, Ontario-based Jackson Management Group (JMG)
     will handle all promotional opportunities for Mike Harris,
     who won a silver medal in curling at the Nagano Games (JMG)
     ....Woolworth, parent company to Foot Locker, Lady Foot
     Locker, Champs Sports and other athletic outlets, will
     unveil its new corporate name today -- Venator Group.  The
     name will officially take effect on June 12 (WALL STREET
     JOURNAL, 4/2)....Taylor Made Marketing Manager Mike Kelly,
     on getting into the youth golf market: "Our research showed
     that about 66 percent of those people who buy Taylor Made
     products have children in the 5-13 age group our kids line
     is made for. ... [I]t will be a huge advantage for us down
     the road.  It's all about developing brand loyalty"
     (AP/DETROIT NEWS, 4/2)....Budget Rent a Car has aligned with
     Callaway Golf for a rewards program that initially includes
     a Callaway putter for customers spending $300 in revenue in
     five rentals (CHICAGO TRIBUNE, 3/31)....MLS Legal Counsel
     Dave Weinberg, after officials seized 389 items of non-
     licensed merchandise: "It's a problem that is somewhat
     encouraging, because it does show that there is interest [in
     league merchandise] out there" (S.D. UNION-TRIBUNE, 4/1).

          Genesis Direct "has become the leading direct
     merchandiser of sporting goods in less than 18 months," and
     its sports division "could total" $300M annually "by the
     time Genesis is finished cornering the market," according to
     Andy Bernstein of SPORTING GOODS BUSINESS.  The direct
     marketing company, which is "set to go public on the NASDAQ
     in May," has 29 catalogs in its "ever-expanding arsenal." 
     Bernstein writes that although the company "piled-up a
     deficit of $73.1 million as of the end of 1997 ... company
     officials say things are right on track with projections,
     and Genesis should be profitable by 2000."  The IPO has
     attracted a "who's who of underwriters," including Bear,
     Stearns & Co., Goldman Sachs and Salomon Smith Barney.  The
     offering is expected to generate "up to" $180M, and the
     company will "likely be valued" $500M (SGB, 3/25 issue).
          HATS OFF: SGB's Chris McEvoy reports that Sports
     Specialties "is bullish" on prospects for its new Heritage
     cap, made of 100% cotton ribbed dobby fabric.  It "felt so
     strongly" about the look and textured feel of the fabric,
     that it negotiated an exclusive deal for the material,
     through June '99. The caps ship July 1 (SGB, 3/25). 
          HOOP DREAMS: Converse Chair & CEO Glenn Rupp is 
     featured in the SGB interview.  Rupp, when asked why the
     basketball shoe industry is "suffering": "Kids are a little
     turned off by the old formula starring the hero, the
     Hollywood hype -- the brash basketball approach to the
     business.  That's why we've adopted the tag line, 'Stay
     True.'  This means keep it real, don't forget where you came
     from."  Rupp, on NBA endorsers: "There are very few who
     actually sold product.  There is Michael Jordan, and then
     there is maybe a handful of others.  Even the second tier
     hasn't been cutting the mustard" (SGB, 3/25 issue).