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D'ALESSANDRO/HANCOCK LOOK FOR IMAGE BUILDERS, BUT NO NBA?

          John Hancock Mutual Life Insurance "may parlay" a
     sponsorship deal with MLB into an "all-new sports marketing
     strategy," according to Cosmo Macero of the BOSTON HERALD. 
     The company is sponsoring MLB's All-Star Game FanFest at the
     Hynes Convention Center, and company President David
     D'Alessandro said, "Basically we're hedging our bets on the
     Olympics, and we have been for some time. ... If we were to
     drop out of the Olympics, we could pick up [MLB]."  Hancock
     "has secured an option to be MLB's national 'financial
     services' sponsor for the upcoming season."  D'Alessandro
     says MLB could be "a piece" of the company's entire sports
     sponsorship package that could replace the Olympics: "We've
     looked at NCAA football and basketball, too."  Macero writes
     that "image means a lot to Hancock," particularly as the
     company could go public in the near future.  Image is also a
     reason why D'Alessandro is not eyeing the NBA, as he said an
     affiliation with MLB "beats the hell out of the NBA" (BOSTON
     HERALD, 3/29).  For more on John Hancock, see (#24).

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