ONLINE SPORTS SITES SEEK ANOTHER MEDIUM TO PROMOTE PRODUCT

          "No longer relying upon flashes of their Web address     for television promotion, sports sites are increasingly     mounting TV advertising campaigns," according to David Sweet     of the WALL STREET JOURNAL, who wrote, "Their theme: the     crazier the better."  ESPN.com has "The Rick" campaign, Fox     Sports Online launched three spots around its service and     IBM and the NHL featured Stan Mikita and Gordie Howe in ads     promoting NHL.com.  Sweet: "Are the ads working?  With most     running during games or sports shows, there's no doubt     they're reaching fans -- and, more importantly, ones with     computers."  Jupiter Communications analyst Patrick Keane:     "Sports is perfect to drive people from TV to the Internet."      The campaigns, "for the most part," are inexpensive "because     the ads air on in-house stations."  Sweet noted that     "missing from the action" is CBS SportsLine, which plans a     TV ad campaign this fall (WALL STREET JOURNAL, 6/9).