SBD/19/Sponsorships Advertising Marketing

A COVETED PAC OF BEARS: NIKE AND ADIDAS VIE FOR UCLA RIGHTS

          UCLA "has emerged as the latest endorsement
     battleground" between Nike and adidas, who want to outfit
     all 21 of the school's intercollegiate athletic teams,
     according to Jeff Manning of the Portland OREGONIAN.  UCLA
     Assoc. AD Glenn Toth said that an agreement in principle "is
     imminent," and although he wouldn't comment on the talks,
     Manning reported that adidas "is cautiously optimistic." 
     Incumbent Reebok, which held UCLA rights since '93, but
     dropped out of the bidding last month, will still outfit
     UCLA teams throughout this school year.  Reebok VP/Sports
     Marketing John Frascotti: "The cost of these deals has
     gotten out of proportion to the value they convey."  Manning
     reported Nike is also reducing its endorsement spending,
     creating a $5.6M fund to "exit" endorsement contracts. But
     Nike has made it clear that its cuts will come in sports it
     considers "non core," and UCLA is "central to Nike's
     heritage."  Manning added that adidas "badly wants a West-
     Coast and Pac-10 presence," as its four major universities
     are all located west of the Rockies (OREGONIAN, 8/18).

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