FISHING FOR A NAME DEAL, DOLPHINS BRING ON NFLP FOR HELP

          The Dolphins and Pro Player Stadium "have handed the
     lead sales responsibilities" to NFLP in its search of a
     naming rights deal for the facility, according to Andy
     Bernstein of the SPORTSBUSINESS JOURNAL, who writes that the
     team and stadium officials "actually sent requests for
     proposals to nearly a dozen" agencies.  Bernstein: "They
     eventually turned toward the league in the belief that the
     NFL has more clout with corporate America than any marketing
     firm, and that it also has the most on the line."  A
     Dolphins official said that the relationship with NFLP "is
     non-exclusive, and other agencies are still, free to present
     potential sponsors."  In the past, NFLP "has assisted" the 
     Steelers in their search for a stadium sponsor, "but no deal
     has emerged there" (SPORTSBUSINESS JOURNAL, 5/15 issue).  
          XCEL-ENT MOVE? In St. Paul, Charley Walters wrote,
     "Don't be surprised if the $130 million St. Paul arena is
     named Xcel Arena in a $3 million-a-year naming rights deal
     with Northern States Power (ST. PAUL PIONEER-PRESS, 5/14).