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NO MORE TEA TIME IN KEY BISCAYNE; IS NEW NAME A TOUGH CELL?

          The Ericsson "era officially began Monday with the end
     of Lipton's 15-year affiliation with the world's fifth-
     biggest tennis tournament," according to Meri-Jo Borzilleri
     of the MIAMI HERALD.  But tournament Founder & Chair Butch
     Buchholz said the name-change will be "a challenge." 
     Buchholz: "We're creatures of habit.  The Ericsson people
     still sometimes call it The Lipton.  We will develop a
     campaign to make that transition."  In the "works" for next
     year's event are "video walls" on the grounds that can
     broadcast action from the Stadium Court, an "Ericsson World"
     exhibit showing "high-tech" phones and an "expanded free-
     phone center similar to this year's," at which people can
     make free two-minute phone calls (MIAMI HERALD, 3/30).  In
     Ft. Lauderdale, Alan Snel writes to "expect phones to
     dominate the tournament landscape" next year.  Snel cites a
     "recent study" that shows 52% of tennis fans "say they are
     more likely to buy" tennis sponsors' products, putting the
     sport ahead of others, including golf, basketball, baseball
     and the Olympics (SUN-SENTINEL, 3/30).  In Palm Beach,
     Elizabeth Clarke reports that a "record" 236,863 attended
     the 11-day event. Ericsson "began teaching its name"
     yesterday with a full-page ad in the Miami Herald and
     "expects to use" direct mail, TV ads and "other methods" to
     leverage the sponsorship through the year (P.B. POST, 3/30). 
      

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