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Volume 24 No. 113

Sponsorships Advertising Marketing

     Aramark announced yesterday their purchase of Harry M.
Stevens concessions.  Among HMS's accounts: Fenway Park, Shea
Stadium, Meadowlands, Churchill Downs, Miami Arena, Houston
Astrodome and Nassau Coliseum.  Aramark will add those to the 100
already in their "leisure-services portfolio."  Aramark, which is
privately held, did not disclose how much it paid nor how much
HMS would add to its $5B in annual revenues.  Presently, 28 of
Aramark's 120 accounts are related to the four major sports.
Although the business has "suffered" from the loss of baseball
and hockey, Aramark "considers these to be short-term
disruptions" (Andrea Knox, PHILADELPHIA INQUIRER, 12/13).
     PEANUTS, SODA, PHONES!  Cellular phone service could be the
next concession service introduced at ballparks and arenas
(Valerie Lister, USA TODAY, 12/13).

     This week's ADVERTISING AGE reports that Fila is "aiming to
maintain its surging momentum" by boosting ad spending 30% to an
estimated $20M, most of which will support the Hill Series, a
footwear and apparel collection endorsed by Pistons Forward Grant
Hill.  Fila's marketing efforts with Hill will be the "most
aggressive in its 10-year history in the U.S., and promises to be
the most significant replication of the Nike-Michael Jordan
marketing formula" since Reebok's Shaq campaign in '92.  Fila
claims its footwear sales will rise 20% this year to $300M, while
apparel sales will be up 56% to $70M.  The Hill Series will not
only feature basketball shoes, but cross-training and other shoes
as well.  TV ads will air on BET, ESPN and MTV.  Foot Locker,
which will sell exclusively an all-black version of the Hill
basketball shoe, is finalizing details of a co-op ad program
(Jeff Jensen, AD AGE, 12/12 issue).
     MORE ON JORDAN'S LOONEY TUNES:  Warner Bros. is developing a
feature-length movie starring Looney Tunes characters and Michael
Jordan that mixes live action with animation.  The film could be
ready by next summer.  Quaker Oats' Gatorade brand, McDonald's
and Nike -- all Jordan sponsors -- are being "eyed as promotional
partners."  F.A.M.E., which manages Jordan's marketing, is also
exploring film projects and TV specials about his life (Jeff
Jensen, AD AGE, 12/12 issue).

     Citing higher interest rates, the parent of Arby's roast
beef restaurant called off a planned purchase of Long John
Silver's restaurants (AP/CHICAGO TRIBUNE, 12/13).... A judge in
Seattle dismissed a lawsuit by Karen Sparks, who says R.J.
Reynolds' cigarette ads featuring Joe Camel encourage young
people to buy cigarettes.  Also named in the suit:  RJR Nabisco
and ad agencies McCann Erickson and Young & Rubicam (USA TODAY,
12/13)....Sprint will use Dodgers pitching prospect Chan Ho Park,
as an ad spokesperson aimed at Korean-Americans (Michael
Hiestand, USA TODAY, 12/13)....
Triple Crown Sports and the Mickey Owen Baseball School have
together entered into a marketing agreement to promote youth
baseball in '95 (Triple Crown).