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BUILD UP FOR WOMEN'S WORLD CUP BEGINS; EVENT ADDS MUSIC

          The "risk" of televising the '99 Women's World Cup
     (WWC) is "significant," according to Laura Vecsey of the
     SEATTLE POST-INTELLIGENCER, who wrote that "soccer watching
     in America rates somewhere behind Robbie Knievel daredevil
     stunts and Triple Crown horse racing."  But WWC organizers
     are "praying this is the breakthrough event for women's
     soccer, if not worldwide then at least in this country." 
     Vecsey: "So far, the sporting public's awareness of the
     World Cup seems vague."  But WWC President Marla Messing
     says that officials are not concerned that TV partner ESPN
     might be "lagging" in event promotion.  Messing: "I think
     with TV, proximity to the event is crucial. I don't think
     they do a lot of advance promotion because that's not what
     their viewers are geared for" (SEATTLE POST-INTELLIGENCER,
     5/25).  Meanwhile, BRANDWEEK's Terry Lefton reports that WWC
     officials have "heightened expectations" for their licensing
     efforts.  Officials, claiming to have "blown past their
     original" $1M prediction, are now "gunning" for $2.5M, based
     on a projected $50M in retail sales (BRANDWEEK, 5/24 issue). 
     SI's Kevin Cook profiles Mia Hamm and questions whether Hamm
     "can measure up to Mia mania."  Cook writes that Hamm's
     performance in the WWC is key, as there is "no doubt" that
     Hamm's a "Madison Avenue dynamo" (SPORTS ILLUSTRATED, 5/31).
          POP UP VIDEO: Pop group 'N Sync will headline
     performances during the Opening Ceremonies of the '99 WWC at
     Giants Stadium in NJ.  Joining 'N Sync will be British pop
     singer Billie and Irish pop band B-Witched (WWC).  In
     Chicago, Jeanie Chung: "If there was any doubt World Cup
     organizers were targeting teenage and preteen girls, it was
     laid to rest when they announced entertainers for the
     opening ceremonies" (CHICAGO SUN-TIMES, 5/25).
     
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