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NFL SAYS IT WILL "MOVE FORWARD" ON THEMED CENTERS

          St. Joe Corp. and the NFL "are abandoning plans to
     develop a chain of interactive sports-themed entertainment
     centers," according to Carrns & Fatsis of the WALL STREET
     JOURNAL, who calls the deal's collapse "an embarrassing
     failure for the NFL, which has wanted to step up its outside
     business development."  NFL Dir of Corporate Communications
     Chris Widmaier said that the league intends to "move forward
     with new partners" on plans for NFL entertainment centers,
     but said that the league had "no timetable for renewing the
     development effort" (WALL STREET JOURNAL, 9/21).  Sources of 
     BRANDWEEK's Terry Lefton say that St. Joe "bowed out" due to 
     "financial pressure" as its shares recently fell from $39.50
     to its current range of just over $21 a share.  While there
     were also reports that "fiscal projections were not rosy for
     the NFL venture," a league source "insisted" the project was
     still viable -- although there is "no possibility" of the
     first NFLX opening before the end of 2000, and "because of
     the high cost of New York real estate, it would likely go up
     somewhere other than New York" (BRANDWEEK, 9/21 issue).

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