WE WON'T EAT OUR WHEATIES! USSF/QUAKER OATS HAVE CEREAL DEAL

          USSF officials "confirmed an arrangement with Quaker
     Oats to launch a nationally distributed corn-and-oat" cereal
     shaped like soccer balls, according to Peter Brewington of
     USA TODAY.  The first box to hit the market will profile the
     U.S. women's soccer team, but the "men will be pictured" as
     well.  A name for the cereal product is "being discussed,
     but 'Golden Goals' is possible" (USA TODAY, 8/10).
          BITING THE HAND THAT FEEDS HIM? adidas' Dir of Sports
     Marketing Sonny Vaccaro writes in BASKETBALL TIMES, "Never
     in all my years have I witnessed the media going overboard
     to hype a sporting event as they did with the [WWC].  Day
     after day the overkill in every media outlet ... was just an
     amazing thing. ... To wake up every day and be faced with
     the media assault about this team was more than just a bit
     too much" (BASKETBALL TIMES, 8/99). adidas is an official
     partner of FIFA's Women's World Cup (THE DAILY).