MORE ON THE X FILES: TOP SPONSORS PAY $2M FOR ON-SITE ADS

          Virtually "everywhere" ESPN cameras pan during the X
     Games "there will be imprints of such major big-business
     sponsors as AT&T, Adidas and Chevrolet to catch young eyes,"
     according to Frank Green of the SAN DIEGO UNION-TRIBUNE. 
     Six major firms are each spending about $2M for on-site
     advertising privileges, "as well as using the X Games name
     and imagery in their own independent marketing campaigns,"
     while nine other associate sponsors have paid $1M "or so to
     secure less-coveted space at the event."   Gold level
     sponsor Taco Bell will feature the X Games in its radio ads,
     on in-store place mats and cups and on its Xtreme Machine
     promo vehicle.  Taco Bell spokesperson Laurie Gannon: "It's
     a distinctive property with an outdoors theme that delivers
     to our core audience.  It's a great tie-in, well worth the
     sponsorship fees."  The Games are estimated to attract about
     800,000 households per program hour, up from 750,000 homes
     last year and 710,000 in '96.  Burns Sports President Bob
     Williams: "When you break it down dollar for dollar, this is
     a very inexpensive way to get your logo constantly flashing
     in the picture" (SAN DIEGO UNION-TRIBUNE, 6/20).