ADVANTAGE, SERGEI: FEDOROV GETS NEW ADVICE FOR OFF-ICE DEALS

          Red Wings C Sergei Fedorov has retained VA-based
     Advantage Int'l for representation (Advantage Int'l). 
     Advantage's hockey division, which is "only a few months
     old," is headed up by former NHL players Brian Lawton and
     Mike Liut, and in Detroit, La Canfora & Taylor note that
     Fedorov becomes its "marquee client."  Lawton: "We're going
     to take him into some new ideas off the ice.  Sergei's
     always done a great job focusing on the ice.  And we want to
     help him with some of the issues off the ice."  Lawton also
     said that the agency "would look for ways to change public
     perception of Fedorov, boost his community involvement and
     explore new endorsements" (DETROIT FREE PRESS, 8/18).  Liut
     said that Fedorov "is happy with his contract," which was
     negotiated by his former agent, IMG's Mike Barnett.  Liut,
     asked whether Fedorov's "close friend" Anna Kournikova, who
     also left IMG, will sign with Advantage, said, "Those were
     mutually exclusive events" (USA TODAY, 8/18).