COCA-COLA'S EXTENSIVE DEAL W/TURNER INCLUDES SPORTS TIE

          Coca-Cola has "inked an estimated" $200M, ten-year
     sponsorship agreement with Time Warner's Turner Broadcasting
     that gives the company ad time on networks such as TBS, TNT,
     CNN/SI and the Cartoon Network, according to MacArthur &
     Goetzl of AD AGE, who note the "deal's value could grow" by
     10-15% "because of a provision that gives" Coca-Cola 
     "proprietary status with Turner for future opportunities." 
     Turner has agreed to give Coca-Cola the "chance to take a
     first look at new sponsorship avenues it develops," and
     "possibilities include product placement on shows developed
     for TBS and TNT," as well as cross-promotions with NASCAR
     and NBA programming.  Turner "collaboration grew out of
     negotiations with Coca-Cola to become one of nine founding
     sponsors" of Philips Arena (AD AGE, 5/22 issue).