SBD/9/Events Attractions

ABC'S PADDEN CALLS CUP "OUR OLYMPICS," TARGETS PARENTS, KIDS

          ABC TV President Preston Padden "is hopeful about the
     success" of the network's 14 World Cup telecasts, according
     to Richard Sandomir of the N.Y. TIMES.  Padden: "I'm not
     suggesting it will overtake 'Monday Night Football' but it 
     is a building phenomenon.  You've got all this built-in
     marketing, with kids, coaches and parents.  We're glad to
     have the franchise. ... It's our Olympics."  Sandomir notes
     that ABC is "seeking World Cup synergy" by offering soccer-
     based programming around the Cup.  Two examples: Friday
     night's primetime shows will "present brief soccer features
     between the programs" and Saturday's cartoon lineup will be
     used for a soccer contest (N.Y. TIMES, 6/9).
          NUMBER CRUNCHER: Pilson Communications President Neal
     Pilson: "The trick will be the U.S. team surviving the first
     round, and the ratings will likely be off 15 percent or more
     without them."  Pilson estimates that with the U.S. team's
     tough draw and a six-hour time difference with France, the
     "combined" ABC and ESPN-ESPN2 rating "can be expected to dip
     between" 2.1 and 2.5, from the combined 2.9 rating in '94. 
     Pilson estimates that ABC is in "good stead" to make a
     profit on its $25M rights fee (MEDIAWEEK, 6/8).  In Denver,
     Todd Phipers, on Disney's Cup coverage: "Don't blame
     television if soccer's World Cup '98 doesn't build interest
     in the sport in the United States" (DENVER POST, 6/9)....As
     part of its coverage, Fox Sports World will debut Puma World
     Soccer on today at 10:00pm ET.  The half-hour program, seen
     daily through July 13, will feature news from the various
     World Cup venues around France (Fox).  
          MARKET RESEARCH: USA TODAY's Fred Coleman reports on
     the number of official World Cup partners spending between
     $100-200M to leverage their sponsorships.  Coleman: "Despite
     the staggering sums, all are confident they will make money
     on the deal through higher sales and market shares."  Big
     companies "increasingly see the World Cup as the most
     effective sports sponsorship money can buy."  MasterCard
     VP/Publicity Marianne Fulgenzi touts the on-field exposure
     they receive: "In the World Cup, we average 7 1/2 minutes
     per match in which our logo is on camera" (USA TODAY, 6/9). 
     MasterCard Senior VP/Global Promotions & Sponsorships Mava
     Heffler, on the Cup's international appeal: "It's not just
     about what's going on in France.  It's about what's going on
     in Hong Kong and Latin America.  Whatever it is, we see
     results triple or quadruple" (DALLAS MORNING NEWS, 6/9).
     ...Reebok will sponsor 40 individuals in the World Cup (Ian
     Phillips, AP, 6/9)....World Cup officials say that 73% of
     French people watching the '94 Games could recall at least
     one sponsor, and 60% came away with a "very favorable" view
     of sponsors (Ian Phillips, AP, 6/9).

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