HANCOCK IMPRESSED WITH FANFEST; SET TO RE-UP FOR FIVE YEARS

          MLB All-Star FanFest title sponsor John Hancock, which
     was "impressed" by this year's event attracting 110,000
     fans, is "close" to completing a "high seven" figure deal to
     acquire title sponsorship of the event for the next five
     years, according to Terry Lefton of BRANDWEEK.  The deal
     "gives Hancock a very identifiable, highly leverageable and
     largely ambush-proof marketing asset," and with the title
     sponsorship "locked up" for five years, MLB "can put as much
     effort into selling presenting and other supporting
     sponsorships" (BRANDWEEK, 7/19 issue).  In Boston, Greg
     Gatlin writes that the deal "could send a message to Olympic
     organizers" that Hancock has "other sports marketing
     options. ... Marketing experts say Hancock hit a home run by
     attaching its name to" the event (BOSTON HERALD, 7/21).