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SPORTS ON THE WEB: NFL SET TO ADD AUCTION COMPONENT ON SITE

          Pro and collegiate teams, "determined to boost revenues
     and to aid charity," are "opening their fields and courts to
     the highest online bidders," while fans, "eager for once-in-
     a-lifetime experiences in a roaring economy, are responding
     with standing ovations," according to David Sweet of the
     WALL STREET JOURNAL INTERACTIVE, who examines the online
     auctions held by teams and other companies.  Sports Web
     consultant Dan Migala notes that "half of the teams in the
     four major sports conduct at least one Web auction a year,"
     up from a "handful of teams two years ago."  He estimates
     that, on average, teams bring in $200,000 per auction. Sweet
     notes that the NFL is planning to launch an auction venue in
     August, and NFL Dir of Corporate Communications Chris
     Widmaier says the area could feature "trips on the team
     planes or to the owners' suites, things that aren't normally
     quote unquote for sale."  Sweet writes that leading the
     "charge into selling fantasy experiences" is
     Ultimatebid.com, which recently sold a round of golf with
     Tiger Woods for $204,000.  Ultimatebid.com Chair Jody
     Gessow: "What's amazing to me was were able to sell Tiger
     online, in our infancy, for $204,000."  But Sweet adds that
     despite some early success online, "some question if sacred
     moments aren't being cheapened" (WSJ.COM. 5/17).
          TIGER BEAT: CBS SportsLine's Len Pasquarelli noted the
     Bengals' hiring of former Cincinnati Enquirer Bengals beat
     writer Geoff Hobson to create the editorial content for the
     team's new Web site and wrote the "presence of Hobson, who
     has delivered some hard news and provocative columns, has
     dramatically increased traffic to the site and very quickly
     elevated it to the best team-owned Internet spot in the
     league" (CBS SportsLine, 5/16).  The SPORTSBUSINESS
     JOURNAL's Noah Liberman calls Hobson's recent editorial
     material "pretty interesting stuff," as Hobson has the
     reputation "for doing a good job at the kind of daily
     newsgathering that beat writers do and the rest of the
     sports world depends on."  Bengals Dir of Community Affairs
     Jeff Berding, on Hobson: "We haven't limited him in any way
     in terms of what he can write."  But Liberman wonders, "What
     will the journalist Hobson do if he learns or observes
     something so damaging that the Bengals don't want it in
     print?" (SPORTSBUSINESS JOURNAL, 5/15 issue).  
          ON THE AIR: In Baltimore, Milton Kent profiles MD-based
     OnAirSports.com, one of around 360 "Internet-only 'radio'
     stations" streaming audio directly to computers.  With "very
     little advertising," the site has had over 15,600 distinct
     visitors through the first part of May (Balt. SUN, 5/17).

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