Coca-Cola To Follow The Flame

In a deal that has been speculated for months, the NHRA officially announced a five-year sponsorship with Coca-Cola yesterday, which includes integration of Coca-Cola's Powerade, Dasani and Classic brands. Meanwhile, the Atlanta-based company will debut its ad campaign charting the progress of the Olympic Torch tonight — and will continue the effort with unique spots for the next 66 days before the Winter Games. USA TODAY reports the $6M in ad time leading up to February 8 is part of a larger $35M ad deal earmarked specifically to run during the Games.

The NBA Is All Ears
After NBC/Turner fail to reach a deal during exclusive window, ABC/ESPN aggressively enters bidding for NBA rights.

New Englanders' Greatest Fear?
Cablevision CEO and New Yorker Charles Dolan reportedly makes $400M-plus offer for just over 50% of the Red Sox.

Cooling Off
PTN Media's sales of Michael Jordan PDAs fail to meet early expectations.

Do We Need More Of Tom Arnold?
FSN continues to ponder the future of its "National Sports Report"; may elevate status of "Best Damn Sports Show."

MLB Opens Up Its Books, Sort Of
Mariners report second straight profitable year; Padres put '01 loss at $15M and project '02 loss at $10M.

Hey Hornets, Buzz Off
Indicators show a declining public appetite in Louisville for its pursuit of the Hornets.

New Speedway Boogie
Levy Restaurants inks 20- year, $800M deal for food and catering at SMI tracks.