THE FRUIT OF THEIR LABOR: COCA-COLA, ESPN/ABC DEAL DETAILS

          Coca-Cola's $20M-plus, two-year marketing partnership
     with ESPN/ABC Sports (see THE DAILY, 3/27) will "extend
     beyond ESPN/ABC's traditional media outlets," as Coca-Cola
     and ESPN will "team up on non-traditional marketing
     opportunities, co-promoting their brands at high schools and
     movie theaters," according to Laura Petrecca of AD AGE.
     ESPN/ABC Sports President of Sales & Customer Marketing Ed
     Erhardt said while Coca-Cola has advertised with the
     networks in the past, the new pact marks a "significantly
     increased contribution" from the company.  Additionally, the
     companies are "working together to locate fresh
     opportunities in the new-media environment."  While Coca-
     Cola's PowerAde brand will "take center stage" in the deal 
     -- "SportsCenter" will feature "PowerAde Break" segments and
     "watch and win" promos -- Coca-Cola VP/Media & Marketing
     Assets Chuck Fruit said that the company's "flagship" and
     Sprite brands "also will be highlighted" (AD AGE, 3/27).