REEBOK ANNOUNCES NFL PACT: Reebok's on-field licensing
agreement with the NFL (see THE DAILY, 12/18) was formally
announced today, and in N.Y., Richard Wilner notes that
since news of a possible agreement broke on October 25,
Reebok shares are up 33%, from $16.25, to yesterday's close
of $22.84. The NFL is "expected to get an equity stake in
Reebok but possibly not until 2002" (N.Y POST, 12/19).
Cowboys Exec VP Stephen Jones commented on the Reebok deal:
"In the past, the NFL licensed to wholesalers and there were
no real controls on price or quality. The market was
flooded with merchandise. We want to bring value back to
all 32 brands [teams]" (BLOOMBERG NEWS, 12/19).
CUTS AT NEW ERA: In Buffalo, Sharon Linstedt reported
that about 100-125 employees at New Era's Derby, NY, plant
will get "pink slips early next year," as the company
"adjusts its product lines." The "competitive nature of the
cap industry is forcing" New Era to "reduce emphasis" on its
all-wool, fitted baseball caps (BUFFALO NEWS, 12/16).
NAMES & FACES: A Frito-Lay consumer promo called "Find
the Winning Plays," which includes free Super Bowl tickets
for life, launches on New Year's Eve and runs through CBS'
broadcast of Super Bowl XXXV. Drew Carey, John Elway and
Jim Kelly are featured in the $6M ad campaign supporting the
promo (USA TODAY, 12/19)....Retired Dolphins QB Dan Marino,
on his sports memorabilia company Dreams Inc.: "Recently, we
just were able to sign on Pete Rose ... and some exclusives
with John Elway and Johnny Unitas and myself. ... The
company's on its way up and it's doing well." Dreams Inc.
is "getting involved with businesses corporately, [which] I
think brings a lot of credibility to the industry, and
that's what we're looking for" ("Up Close," 12/18).
...BLOOMBERG's Michael Buteau reports that while Rangers SS
Alex Rodriguez signed an endorsement deal with MA-based jet-
rental company eBizJets, Rodriguez will "have to pay to use"
the company's planes. Renting a private jet from the
company can cost $1,650-5,500 an hour (BLOOMBERG, 12/18).
