TRAVELING LIGHT: MLS INKS ONLINE TRAVEL AGENCY AS SPONSOR

          MLS has inked online travel services provider
     Priceline.com as the "official travel provider" of the
     league, according to Andy Bernstein of the SPORTSBUSINESS
     JOURNAL.  MLS corporate partner packages "generally run
     about" $500,000, but a league exec said that Priceline.com
     also purchased field signage and ads on MLS broadcasts,
     "bringing the value of the deal considerably higher in cash
     and value-in-kind."  The company will provide "low-priced
     airfares and hotel space" to MLS teams, but the teams are
     not required to use the service (SPORTSBUSINESS JOURNAL,
     5/17).  BRANDWEEK's Terry Lefton writes that the "high six-
     figure" deal includes one board at all MLS games, except in
     N.Y. and L.A., "where there'll be two boards."  MLS Exec VP
     Randy Bernstein, on potential conflict between Priceline.com
     and MLS partner Yahoo!: "This is a travel package that
     happens to be on the Internet" (BRANDWEEK, 5/17 issue).