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READY TO HAMM IT UP: WOMEN'S WORLD CUP BLITZ ON HIGH GEAR

          U.S. Women's National Soccer Team co-captains Mia Hamm
     and Julie Foudy were guests on ESPN's "Up Close" with Gary
     Miller last night and discussed the upcoming Women's World
     Cup and the growing popularity of women's soccer in the U.S. 
     Foudy, on the sport's growth: "I think one of the main
     reasons is people can finally identify with players [like
     Mia Hamm]. ... I think gradually as we come on TV more and
     we're getting more exposure people start to identify with
     players and discover that, 'Wow, that is an entertaining
     game.  Chicks can play soccer'" (ESPN, 6/2).  NEWSWEEK's
     Martha Brant examines marketing around the WWC and writes,
     "For companies used to writing big checks to hire athletes
     with marquee names, the relative anonymity of the [U.S]
     women's team has become an unexpected asset."  With the
     exception of Hamm, "team members haven't spent much time in
     the spotlight, so they've been gung-ho to promote the event"
     (NEWSWEEK, 6/7 issue).  BRANDWEEK's Terry Lefton reports
     that ESPN has "marshalled a disparate collection of
     celebrities" for its upcoming WWC ad campaign, which "asks
     President Clinton to attend" the WWC championship game.  The
     campaign "sees a witless" DC lobbyist "enlist the help" of
     Tom Hayden, G. Gordon Liddy, James Carville, Tara Lipinski,
     Mark Spitz, Mike Eruzione, Joan Jett, Alan Dershowitz and
     the father of Mia Hamm "pleading with the president to come
     support" the U.S. team (BRANDWEEK, 5/31 issue).   
          WOMEN'S NOTES: USA TODAY's Peter Brewington reports
     that "only Nike employees are on the guest list" for today's
     Australia-U.S. exhibition women's soccer match on the Nike
     campus in Beaverton.  Nike is a top sponsor of the men's and
     women's teams of both the U.S. and Brazil (USA TODAY, 6/3). 
     Nike Chair Phil Knight will dedicate the newly-constructed
     "Mia Hamm Building" at Nike's campus on Friday (Nike). 

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