As the CBA "plots a planned expansion and considers" a
     possible TV contract, the league is "borrowing liberally
     from a game plan that minor league baseball has used to
     drive increased attendance and healthy gains from
     sponsorship and licensing deals," according to Greg Johnson,
     who profiles the league in today's L.A. TIMES.  The nine-
     team league "hopes to add seven franchises in coming years"
     and is looking to turn "once-sleepy havens for hard-core
     sports fans into affordable, family-oriented entertainment
     destinations."  Grand Rapids Hoops CEO Bob Przybysz: "What
     you've seen is a fundamental philosophical shift.  We're in
     the entertainment business.  And, while part of the
     entertainment happens to be a basketball component, the rest
     of it is ... fun."  CBA Commissioner Steve Patterson: "The
     league used to try and mirror the NBA, which built its
     reputation on star appeal.  But with a percentage of your
     best players moving up each year, you can't afford to take
     that approach."  Patterson said that while the league lost
     $6M in '96-97, it cut its loss to $1M last season, and
     though a "few franchises are still shaky," the league
     expects to turn a profit in '98-99 (L.A. TIMES, 6/4). 
          OWNERSHIP AND MARKETING: In terms of new ownership, CA-
     based Mandalay Sports Entertainment, which owns minor league
     baseball clubs, said it has "an interest" in pursuing a CBA
     team.  Mandalay Managing Partner Ken Stickney said, "The CBA
     fills a niche.  But they face the same challenge that all
     sports franchises face at that level.  People have a whole
     lot of options for entertainment."   Johnson also reports
     that the league is hoping to increase its TV exposure
     through its alliance with New Line Cinema, producers of
     "Hoop Dreams," which they hope "can craft a different look
     for its television programming -- something that will draw
     young, hip viewers that sponsors crave" (L.A. TIMES, 6/4).  

          NBA Commissioner David Stern told USA TODAY's Rudy
     Martzke that the league "has no involvement" in the proposed
     new NBC/Turner football league, but that when "this new
     league begins, it wouldn't surprise me if some NBA owners
     are owners of these teams."  Stern: "Our owners are always
     looking to expand their properties. ... I think that owning
     more than one sports team in an NBA city is a good idea"
     (USA TODAY, 6/4).  In Philadelphia, Rich Hofman writes under
     the header, "New League Plausible With Right Strategy." 
     Hofman: "You've got to aim this thing at kids and families. 
     That is the only place where the NFL is vulnerable."  He
     adds that the new league should sell "everything the NFL
     isn't," with microphones on players and coaches, instant
     replay and helmet cams (PHILADELPHIA INQUIRER, 6/4).

           The synergist relationship between Hollywood's Regency
     Enterprises Chair Arnon Milchan and the WTA Tour is profiled
     by USA TODAY's Doug Smith, who writes that, "Long range,
     Milchan says that he sees some tennis stars as potential
     movie stars."  Leland Hardy, the business adviser to Venus
     and Serena Williams, said that "entertainment projects are
     being developed for both sisters."  Hardy: "Serena will be
     in movies, and you might see Venus and Serena hosting a
     television show soon."  Milchan: "Right now, I think Richard
     Williams is a better director than (Francis Ford) Coppola
     and (Steven) Spielberg combined.  And he's got the goods."  
     Milchan, who recently formed a partnership with 20th Century
     Fox, said that he wants to give WTA Tour players the
     "opportunity to explore other entertainment careers."  
     Milchan: "If they can express themselves as artists, we'll
     be there. ... Before and right after the U.S. Open, we plan
     to bring as many girls as possible to the studios to work
     with them.  I would say this is an 18-month process before
     we start seeing some results" (Doug Smith, USA TODAY, 6/4).
          LET THE GIRLS GROW: On CNNSI.com, Alex Wolff writes
     under the header, "Women's Tennis Rising, Warts And All."  
     He states that as the young stars of the WTA Tour grow, "not
     all the news the sport generates is going to be sponsor-
     friendly. ... Women's tennis would do well to let its teens
     be teens, and let us watch them grow, with all their foibles
     and false steps, into full-fledged women" (CNNSI.com, 6/4). 

          WNBA President Val Ackerman said that the league's
     second season "is all about beginning to find our place in
     the world and taking steps and growing."  Ackerman said the
     season starting June 11 will feature "more of everything. 
     We have more teams; we have more games; we have more
     players; we've conducted more off-court programs than we had
     a year ago; we have more licensed products available for
     sale in more places; we have a few more sponsors; we have
     more television, both domestic and international; we've had
     more and continuing promotion; and ultimately and hopefully
     we will have more fans to show for all of that" (THE DAILY).
          TV TIME OUT: Ackerman said the league has "sold out our
     inventory on all of our networks.  That inventory has been
     purchased by our partners, and the effect at the league
     [level] is that we expect to see more promotions being
     conducted by our partners as well."  She added that season-
     ticket sales "are up about 60% from last year," and that the
     leaguewide average of about 2,500 season tickets per team
     last year should reach about 4,000 this year (THE DAILY).
          ODDS & ENDS: Asked if the league's marketing budget
     would be close to last year's, Ackerman said, "I've from
     time to time seen a $15 million number in the press, and I
     have no idea where that came from.  I can tell you that did
     not come from the WNBA.  Wherever it came from, it's not
     true."  She added: "We do intend to continue our strategic
     emphasis on promotion, on marketing the league."   Ackerman
     said the league is looking at expanding eventually to a 40-
     game regular season, giving every team 20 home dates. 
     Ackerman: "We would keep it in the same time of year.  We
     don't have any plans to change our season to a winter season
     after we get up and running.  That's not our plan." 
     Ackerman added that any schedule extension would be by
     "expanding at the front end" (THE DAILY).