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Volume 24 No. 154
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     A study of fans who attended the LPGA's '94 GHP Heartland
Classic reveals that awareness generated by event sponsorship
translates into "profitable consumption patterns" among fans.
DelWilber & Assoc. reports that 97% of respondents think an LPGA
or GHP Heartland Classic association creates a positive image for
sponsors.  Also, 74% would be more likely to buy the product or
service of that sponsor if the price were comparable to another
brand.  The survey was conducted among 540 women and 259 men, 81%
of whom watch both men's and women's golf on TV (DWA)....Grand
West Outfitters is purchasing ski retail giant Colorado Ski &
Golf, the nation's largest single ski shop.  Colorado Snowboards
is also included (DENVER POST, 10/26)....Mercedes and the
British-based McLaren Formula One racing team are expected to
announce the details of a five-year engine contract, beginning in
'96, on Friday.  Benetton is the sponsor through '95 (REUTERS,
10/26)....The Celtics announced plans for a special series of
halftime events this season.  The ceremonies will be the
centerpiece of the team's yearlong celebration to "Honor the
Tradition" of their 48-year history in Boston Garden (Celtics).