DEALS & DOLLARS: SEARS ENDS 13-YEAR TALLADEGA TITLE DEAL

          Sears' DieHard batteries brand ended its 13-year run as
     title sponsor of the annual Winston Cup race at Talladega
     Superspeedway, as it "did not renew its latest three-year
     contract extension" that ended last month, according to Neal
     Sims of the BIRMINGHAM NEWS.  While another title sponsor is
     "not lined up, ... talks are ongoing with prospective
     sponsors," including UPS, about "picking up the seven-figure
     price tag" for the deal (BIRMINGHAM NEWS, 5/10).
          HOCKEY DEALS: Awards.com has been designated as an
     Official Promotional Supporter of the NHL and has also
     entered into an exclusive retail licensing deal with NHLE to
     manufacture personalized trophies and awards bearing NHL
     marks, beginning with this year's NHL Breakout.  Awards.com
     will also serve as the official sponsor of the Stanley Cup
     exhibit at the All-Star FANtasy interactive festival
     (NHL)....CCM and Gear for Sports have obtained exclusive
     rights for the production of official 2000 ECHL Kelly Cup
     Champion locker room hats and T-shirts, respectively (ECHL).