VA-based LCI Int'l signed a three-year deal with a
joint option to become the official long distance provider
of the LPGA, the company's first major women's sports
sponsorship. LCI will provide prepaid calling cards to LPGA
Tour players; long distance service to the LPGA and the LPGA
Tournament Sponsors Assoc.; have on-site sponsorship of
selected LPGA events; hold category-exclusive TV ad rights
for selected events and on-site sponsorship and TV
advertising for the '98 Solheim Cup in Dublin, OH (LPGA).
THEY CAN PLAY, AGAIN AND AGAIN: Helen Alfredsson,
Karrie Webb, Annika Sorenstam and Kelly Robbins will star in
three, 30-second TV spots that will debut during CBS's
coverage of the Mercury Titleholders Championship this
weekend. The spots, by DDB Needham, were directed by Joe
Pytka and feature the tag, "Hey, we can play." One spot,
"Rivalry," opens with Sorenstam and Webb discussing their
rivalry and their non-combative quotes are juxtaposed with
scenes showing Sorenstam drawing a mustache on Webb's
publicity poster, and Webb keeping a Sorenstam voodoo doll
in her locker. These spots, along with earlier ones
featuring Nancy Lopez and Michelle McGann, will air during
LPGA telecasts on CBS, ABC, NBC, ESPN, ESPN2, The Golf
Channel and Lifetime. A print campaign also runs (LPGA).
GLOBAL GOLFING: In Tampa, Mick Elliott profiles the
LPGA and writes that, "For all the visionary talk by the
men's tours, it is the LPGA that has proved itself the real
global stage," with 74 foreign golfers representing 16
countries active on the Tour (TAMPA TRIBUNE, 4/30).
