L.A.'S SPORTS PLATE JUST ABOUT AFL? TEAM UNVEILS LOGO, NAME

          L.A.'s AFL team unveiled the Avengers name and logo --
     a "futuristic-looking, helmeted warrior in blue, gold and
     red" -- at a news conference yesterday at the Staples
     Center, according to Howard Beck of the L.A. DAILY NEWS. 
     Avengers Owner Casey Wasserman said he wanted a name that
     would "capture the spirit and imagination" of L.A.  Before
     the announcement, Senior Advisor to the Mayor Steve Soboroff
     said, "I don't know what the name is, but as long as it's
     not the 'Raiders,' I don't care."  The team begins play in
     the Staples Center in April 2000 (L.A. DAILY NEWS, 6/15). 
     Wasserman said that Avengers merchandise will be available
     through the team's Web site and at the Staples Center
     preview facility starting today and will be in retail stores
     in October.  The SPORTSBUSINESS JOURNAL's John Rofe reports
     that the logo was created with N.Y.-based SME Strategic
     Brand Builders (SPORTSBUSINESS JOURNAL, 6/14 issue).