ATP REBRANDS, BUT WILL INITIATIVE CAUSE CONFUSION, CLUTTER?

          The ATP Tour has changed its logo and will shorten its
     name to ATP, effective January 1, 2001.  The updated mark
     was developed by the ATP in conjunction with Interbrand (ATP
     Tour).  The SPORTSBUSINESS JOURNAL's Daniel Kaplan notes the
     new logo is the "latest in a series of branding initiatives
     men's tennis has introduced in the last year."  Some
     observers "worry that the many logos and styles will cause
     brand clutter and confuse consumers.  For example, while the
     ATP will use its new brand at tournaments, on the Internet
     and in TV graphics, it will not be used in its merchandise
     and licensing effort, which instead will favor the Masters
     Series logo" (SPORTSBUSINESS JOURNAL, 10/30 issue).
          GUGA INKS DEAL: The ATP's Gustavo Kuerten signed a
     multi-year endorsement deal with Motorola.  Kuerten recently
     filmed TV spots for Motorola in his home country of Brazil. 
     The first spot will air November 5 (ATP).