NIKE EYES RISING STAR HEWITT TO (OUT)BACK ITS TENNIS PUSH

          Nike "plans to re-sign" Australian tennis player
     Lleyton Hewitt to a "multi-year endorsement contract and
     make him a critical element of its future global tennis
     promotions," according to Daniel Kaplan of the
     SPORTSBUSINESS JOURNAL.  Figures "provided by several
     sources" state that the deal is worth between $1.5-2M, not
     including bonuses, over three to five years, which would
     give Hewitt the "most lucrative shoe and apparel deal for a
     tennis player this year."  Kaplan: "With no homegrown tennis
     stars on the horizon, Nike is hoping that the flamboyant and
     suddenly successful Hewitt can be its new tennis marketing
     messiah" (SPORTSBUSINESS JOURNAL, 7/10 issue).  Hewitt is
     currently ranked No. 6 in the ATP Champions Race. 
          FOR PETE'S SAKE: In Houston, David Barron writes that
     Nike "struck quickly to capitalize" on Pete Sampras'
     Wimbledon victory yesterday, which marked his "record-
     breaking 13th Grand Slam title."  Nike aired an ad featuring
     former record-holder Roy Emerson a "couple of minutes after"
     the match ended on NBC (HOUSTON CHRONICLE, 7/10).
          RAFTER'S FOX DEAL: In N.Y., Phil Mushnick writes on Fox
     Sports Australia's endorsement of men's Wimbledon finalist
     Patrick Rafter: "Isn't that nice?  A major media company
     hires someone it's ostensibly charged to cover as a news
     subject to serve as a traveling commercial.  You think Fox
     would be as eager to scandalize Rafter as it is other sports
     figures, politicians and celebrities?" (N.Y. POST, 7/10).