WOMEN'S WORLD CUP POURS ITSELF A HOT NEW SPONSOR

          Procter & Gamble has signed a sponsorship of the
     Women's World Cup soccer tournament for its Millstone brand
     of grocery store-vended coffee beans, according to Terry
     Lefton of BRANDWEEK.  P&G will put WWC '99 marks on five
     million bags of Millstone next year and support the deal
     with radio in the seven markets where games will be held:
     San Jose, Washington, DC, Boston, Chicago, L.A., N.Y., and
     Portland, OR.  In its "first major promotional tie-in,"
     Millstone is expected to get "substantial support to
     establish a permanent place on grocer shelves, meaning the
     Women's World Cup link could be the first of a flurry of
     marketing activities" (Terry Lefton, BRANDWEEK, 5/18 issue).