NEXT FOR GORDON'S EMPIRE: NEW TEAM SPONSOR AND WOMEN'S LINE

          "The Selling of Jeff Gordon" was examined by Leah Beth
     Ward of the CHARLOTTE OBSERVER, who wrote that at Sunday's
     UAW-GM 500 at Charlotte Motor Speedway, Gordon will announce
     the creation of a Gordon-Evernham Motorsports Busch Grand
     National Team.  Gordon's business manager Bob Brannan said
     that there will be a "major sponsor" attached.  Gordon will
     race five times on the Busch circuit, and Brannan said,
     "Retailers haven't been as attracted to the Busch but we're
     going to open up unique merchandising opportunities for us." 
     Later this year, Nutmeg Mills will roll out a line of Gordon
     women's casual clothing.  Brannan added that Gordon's
     sponsorship strategy "is to gradually reduce his number of
     associate sponsors from about eight to five."  Brannan: "I'd
     like to see us follow more of a Michael Jordan strategy." 
     Brannan estimated that gross sales of Gordon collectibles
     and souvenirs "exceed" $50M (CHARLOTTE OBSERVER, 9/28).