ALLEN SEEKS TO SELL ALL-ENCOMPASSING NAMING RIGHTS DEAL

          Seahawks Owner Paul Allen "will try to drive up the
     cost of naming rights" to the team's new stadium by "tapping
     in to the rest of his sports and entertainment holdings to
     offer sponsors a vast media package stretching well beyond
     Seattle," according to Lombardo & Bernstein of the
     SPORTSBUSINESS JOURNAL.  Allen, who also owns the Blazers,
     the Rose Garden and college stadium ad company Action Sports
     Media, has retained SFX Sports Group to assist the franchise
     "land a naming-rights partner."  However, SFX Naming Rights
     Division Dir Russell Wallach said that the naming-rights
     deal "will probably not touch Allen's wider empire of media
     and communications companies."  Wallach: "We're involved
     specifically with sports and entertainment pieces"
     (SPORTSBUSINESS JOURNAL, 7/10 issue).