Nike has renewed its NHL sponsorship by signing a long-
term deal to market hockey products and to promote the game
of hockey. Nike will also promote the NHL internationally
beginning in the 2000-01 season. The deal extends Nike's
non-exclusive on-ice equipment branding rights for the Nike
and Bauer brands. These brands will continue their
sponsorship of the NHL All-Star Game and the league's grass-
roots programs Nike/NHL Street and NHL Breakout (NHL).
PEOPLE POLL: AD AGE cites a People magazine and Simmons
Market Research Bureau poll which shows that Wayne Gretzky
is the "only one who comes close" to Michael Jordan in terms
of endorsement ability. Gretzky "can't quite match"
Jordan's overall popularity numbers, but "bests" him in two
"key" categories -- Gretzky scored "below average" in the
"overexposed" category and scored high for being
"intriguing." Yankees SS Derek Jeter, who finished third in
the poll, also scored well for being "intriguing," but below
average in the "uniqueness" and "stylishness" categories.
Cowboys QB Troy Aikman finished fourth (AD AGE, 11/9 issue).
