SBD/28/Events Attractions

STRICT X-GAMES ADVERTISING RULES KEEPING SOME SPONSORS AWAY?

          With less than a month to go before the start of the
     Summer X-Games in S.F., city officials "are scrambling to
     raise private money so taxpayers don't end up footing the
     bill," according to Yumi Wilson of the S.F. CHRONICLE.  The
     city has received "tentative promises from businesses to
     help pay for much of" the $700,000 cost of staging the week-
     long event, but it is still $150,000 short of what it needs. 
     X-Games Host Committee Chair Gavin Newsom "had hoped" to use
     corporate sponsorships to pay for police, traffic control
     and city services, but Newsom said, "We're not getting the
     $100,000 to $200,000 sponsors that we expected."  Newsom
     said that one problem is that members of the city's
     corporate community "know or care little about the X-Games." 
     But "perhaps the biggest problem" is ESPN's advertising
     policies for the Games.  Because ESPN gives its corporate
     sponsors exclusive rights to showcase their logos and
     banners at the Games, few local businesses "are interested
     in fronting cash for an event where they will get little or
     no on-air exposure" (S.F. CHRONICLE. 5/28).

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