IS THERE A SPELL OVER THE MLS WIZARDS' MARKETING EFFORTS?

          With attendance for the MLS Wizards having slipped from
     12,900 in '96 to 8,661 this year, the state of the franchise
     is examined by Tom Linafelt of the K.C. BUSINESS JOURNAL. 
     Wizards' co-Owner Clark Hunt confirms that attendance "is
     underperforming, and we'd like to take responsibility for
     that.  We need to be more effective at marketing ourselves." 
     Linafelt writes that the Wizards "have been plagued by
     unfocused marketing, front office turnover and a bungled
     approach to merchandising."  MLS Commissioner Doug Logan:
     "There are no excuses.  Kansas City has a terrific team that
     plays in a great stadium in a town that prides itself on its
     sports teams" (K.C. BUSINESS JOURNAL, 7/21 issue).  
          MISSTEPS: The BUSINESS JOURNAL's Linafelt documents
     some of the Wizards' "marketing blunders," including a hike
     in ticket prices for '97, which players, fans, and front-
     office execs agree "was a mistake, especially in light of $5
     tickets" to see the Royals.  Another "marketing gaffe was
     tinkering with the team's name and slogan, crucial elements
     of brand development in the league's first seasons."  The
     team changed its name from the Wiz after N.Y.-based Nobody
     Beats the Wiz threatened legal action.   Also, "after
     sending thousands of letters to season ticket holders
     featuring the 'Ya' Gotta Go!' slogan, "team officials
     rejected the slogan because of its perceived association
     with bathroom humor" (K.C. BUSINESS JOURNAL, 7/21 issue).

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