SGB's Mark Tedeschi reports that CA-based Sketchers
     "has served notice that it intends to be a major player in
     the athletic arena."  Sketchers will introduce a new line of
     men's sport shoes "to help further build its men's business
     in sporting goods channels" (SGB, 5/15 issue)....The
     Missouri-Illinois Dodge Dealers and Pepsi have agreed to
     sponsor the NASCAR Craftsman Truck Series Ram Tough 200,
     presented by Pepsi, September 17-19 at Gateway Int'l Raceway
     in MO (SPEEDNET, 5/21)....MA-based Mullen Advertising signed
     with the N.Y. Yacht Club's Young America Challenge as the
     official marketing services agency of the America's Cup team
     (Young America)....MCI will sponsor the '98 Goodwill Games
     Figure Skating Competition (MCI).            

          MasterCard signed a four-year extension to title
     sponsor the MasterCard Colonial through 2002.  MasterCard,
     the official card of the PGA and Senior PGA Tour, will
     continue to use the tournament in ad and promotional
     programs, and will receive ad spots during and around CBS's
     broadcast of the event, in addition to opening and closing
     billboards during each telecast (MasterCard).  Colonial
     officials say the '98 tournament is sold out.  Based on
     tickets distributed, anticipated daily crowds will range
     between 40,000-45,000 (FT. WORTH STAR-TELEGRAM, 5/21).
          SPONSORS NEEDED: PGA Tour VP Duke Butler said "steady
     progress" has been made in trying to secure sponsors for the
     proposed August '99 tour stop at the TPC in Snoqualmie
     Ridge, WA, according to Craig Smith of the SEATTLE TIMES. 
     The $2M event will play opposite the NEC Invitational World
     Golf Championship in Akron, OH (SEATTLE TIMES, 5/20).

          Nike yesterday announced plans for a girls basketball
     league in all 10 WNBA markets, according to W.H. Stickney of
     the HOUSTON CHRONICLE.  The program, geared toward girls age
     eight to 18, "is an extension of Nike's successful
     grassroots initiative to increase awareness and interest for
     women's basketball" (HOUSTON CHRONICLE, 5/20).
          NIKE REFORMS: In a N.Y. TIMES op-ed, Bob Herbert writes
     on Nike's planned labor reforms, "Let's not be too quick to
     canonize Nike."  While there is "both merit and a lot of
     smoke" in Nike Chair Phil Knight's recent child labor
     initiatives, the "biggest problem with Nike is that its
     overseas workers make wretched, below-subsistence wages," 
     which Nike failed to address.  Nike "blinked last week
     because it has been getting hammered in the marketplace and
     in the court of public opinion."  But the company's "current
     strategy is to reshape its public image while doing as
     little as possible for the workers. ... Nike's still got a
     long way to go" (N.Y. TIMES, 5/21).  In an op-ed piece in
     USA TODAY, Lorraine Dusky writes that while Nike "can give
     away dazzling, multimillion-dollar piles of money to dozens
     of athletes ... surely it can afford to pay a living wage to
     those who make the shoes."  Despite a 15% raise this year,
     Nike workers "are faring poorly."  Dusky adds, "[W]hether I
     like it or not, my Nikes and I are at least partly to blame
     for the current crisis in Indonesia, no matter how far
     removed it all seems from us" (USA TODAY, 5/21).  S.F.
     attorney Alan Caplan, a lead figure in CA's public-interest
     lawsuit against Nike which claims false advertising and
     unfair business practices, said Nike's recent initiatives
     "won't affect our litigation" (S.F. CHRONICLE, 5/19).

          Packers QB Brett Favre will "decorate the cover of
     Wheaties cereal boxes this fall," according to Bob Wolfley
     of the MILWAUKEE JOURNAL SENTINEL.  The boxes will have an
     action shot of Favre on the front and a picture on the back
     with a "brief biography."  Favre will join Bob Richards,
     Bruce Jenner, Mary Lou Retton, Chris Evert, Pete Rose,
     Walter Payton, Michael Jordan and Tiger Woods as the only
     athletes featured on national Wheaties packaging.  A General
     Mills spokesperson would not confirm the report.  In other
     Favre news, the Green Bay City Council voted 7-5 on Tuesday
     to send a proposal renaming part of a city street near his
     planned restaurant as "Brett Favre Pass" back to committee. 
     Some council members suggested that "living quarterbacks"
     are inappropriate choices for street names, and said that
     government officials, war veterans and business leaders are
     "better choices."  Green Bay Alderman Eugene Schmitz: "I'm
     not saying he's not a good football player.  But what if he
     commits a crime?" (MILWAUKEE JOURNAL SENTINEL, 5/21)

          Four new 30-second TV spots for the Brewers, produced
     by WI-based Kohnke & Hanneken, "make you smile," according
     to Bob Wolfley of the MILWAUKEE JOURNAL SENTINEL.  In one
     spot, called "Hit the Showers," Brewers Manager Phil Garner
     and pitching coach Don Rowe watch as "Hank," a senior County
     Stadium parking attendant, tires out during his duties
     waving cars into the lot.  Garner: "The guy's struggling,
     Don."  Rowe agrees: "We need to get him out of there." 
     Garner then walks up to Hank and relieves him of his duties,
     to which Hank says, "I'm good for a few more, skipper. 
     Please let me get that station wagon."  Garner: "No. I gotta
     take you out."  Hank, who then kicks over a pilon, mutters,
     "I coulda got that guy" (MILWAUKEE JOURNAL SENTINEL, 5/20). 

          Following a three-year recovery period at retail, MLB
     licensed sales "are staging a credible comeback," according
     to Marianne Bhonslay of SPORTING GOODS BUSINESS.  Some
     specialty store dealers say baseball "is currently the best
     seller in licensed" wear, and its sales are approaching '94
     pre-strike levels due to "improved delivery to the fashion
     or 'pop' colors in licensed merchandise."  CA-based Chick's
     Sporting Goods has posted a 25% gain for its MLB licensed
     products.  Part of the sales increase is attributed to new
     product, such as MLBP licensee Majestic Athletic's tackle
     twill jerseys with "bright lime, gold and scarlet," and
     Starter's classic satin jacket, which is among the items
     "stimulating" MLB sales at JCPenney (SGB, 5/15 issue).