SBD/6/Sponsorships Advertising Marketing


          AGED BREW AD IRKS PARENTS: In Boston, David Arnold
     reports that a Boston Lager Beer ad on the outfield wall of
     a Little League park in Newton, MA, "has some parents crying
     foul."  The 4-by-8-foot ad reads, "Our beer is carefully
     aged before drinking.  You should be, too."  Terry Sacks,
     the league president who approved the sign, said he
     considered it a PSA (BOSTON GLOBE, 5/6)....In Chicago,
     Patrick McGavin writes on the new Puma TV spots, which use
     six high school basketball players, under the header, "King
     Star's Commercial Raises Exploitation Issue."  McGavin
     writes that for some, "the concept of young athletes as
     commodities is quite troubling" (CHICAGO TRIBUNE, 5/6).
          MAS MACHO POR NOMAR? In Boston, Larry Whiteside writes
     that the Red Sox "have not hesitated to incorporate" SS
     Nomar Garciaparra into "their considerable marketing
     efforts."  Garciaparra: "If people enjoy looking at me and
     want to come out and see some games because I'm playing,
     that's great. ... As for the marketing, whatever.  If it
     happens, it happens" (BOSTON GLOBE, 5/6)....Larry Walker has
     signed an endorsement deal with Acclaim Sports for its All-
     Star Baseball '99 (Acclaim)....The WNBA's Lisa Leslie signed
     a partnership agreement with Planet Hollywood to represent
     the Official All-Star Cafe.  Leslie will make appearances,
     and be involved in ad campaigns/promos for the restaurants
     (THE DAILY)....The UK arm of Hitachi Seiki will use Jackie
     Stewart's name in advertising its tools, in exchange for
     providing a full-time consultancy service to Stewart's Grand
     Prix Racing (FINANCIAL TIMES, 5/5)....Pequot Tribe Chief
     Marketing Officer Byron Quann has "denied the Pequots would
     turn profits" off their $1.51M sponsorship of USA Boxing
     amateur bouts at Foxwoods Resort Casino.  Pequot Senior
     VP/Marketing Bob DeSalvio, on a future relationship with any
     of the boxers: "Our business interest here is to provide our
     customers with first-rate entertainment.  Obviously, if some
     of these fighters prove to be as successful as Ali or
     Leonard, we'll have satisfaction in knowing we were there to
     help" (JOURNAL-BULLETIN,  5/5)....USA TODAY's Michael
     Hiestand profiles Hiedi Howkins, an MIT graduate who will
     climb K2 next month.  Howkins, who will be sponsored by
     PowerBar, is still looking for backing for the additional
     "bare bones" $26,000 budget for the four-person climb (USA
     TODAY, 5/6)....CNBC's Don Dahler profiled Spike Lee's ad
     agency, Spike DDB and reported that the agency "is still
     struggling to lose the urban-only label."  Lee, on the first
     group of Spike DDB ads: "We developed a sports niche.  I'm
     glad this happened.  [People] can see us outside of just
     'Spike Lee can only speak to the African-American consumer.' 
     We think it's much broader than that" (CNBC, 5/5).

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Boston Red Sox, Puma, WNBA

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