DEALS & DOLLARS: PEPSI FEELS THE BURN; MLS TO LAND FRITO LAY

          PepsiCo, an MLS sponsor since '97, has signed a deal 
     with the Burn giving the company exclusive pouring rights to
     the team's home games at the Cotton Bowl (PepsiCo). 
          BRANDWEEK's Terry Lefton reports that MLS charter
     sponsor AT&T "will not renew its contract," while league
     execs "have been looking to split the telecom category into
     two or more parts."  Meanwhile, Frito Lay, which MLS "has
     been chasing" since its inaugural year in '96, is "close to
     completing" a sponsorship deal that will include a "huge
     retail presence" for MLS (BRANDWEEK, 3/13 issue).
          OTHER DEALS: NC-based John Deere has signed a three-
     year deal to become the Official Lawn & Garden Tractor of
     the KY Speedway (John Deere)....The National Off-Road
     Bicycle Association (NORBA) signed Kenwood Communications as
     the Official Radio Communications Provider for the 2000
     NORBA National Championship Series, which consists of five
     U.S. stops.  Kenwood will provide on-site, two-way radios
     and other communication equipment for the events (NORBA).