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Volume 24 No. 156

Sponsorships Advertising Marketing

     NFL players, TV celebrities and recording artists will
descend on Miami during Super Bowl week for the Madden Bowl '95
tournament -- the first ever national celebrity football video
competition.  The contestant field will be selected on a "fame
and game" basis; celebrity status combined with skilled
proficiency at the John Madden Football video game.  EA Sports,
THE SOURCE magazine and "The Box -- Music Television You
Control," will be the sponsors (EA Sports).

     Labatt Breweries of Canada has "moved into magazine
publishing in its latest bid to brew up business."  This month,
the company started to mail hundreds of thousands of copies of
its new magazine, BEER, in two versions:  one targeted to adults
30 and over, and the other "geared to the younger set."  The
latter version uses more "casual language and pitches such trendy
brands" as Labatt Ice and Labatt Genuine Draft.  One promotion
includes a toll-free sports and concert ticket hot-line that
reads: "Standing in line sucks.  And standing in line for seats
that make your nose bleed sucks even more."  The issue for older
readers touts Labatt Blue and John Labatt Classic with a toned-
down pitch  (Marina Strauss, Toronto GLOBE & MAIL, 12/14).  Also
yesterday, Labatt claimed that it has "nabbed" a 45.4% share of
the Canadian beer market (FINANCIAL POST, 12/14).

     Coors unveiled plans for an on-site micro brewing facility
at Coors Field yesterday.  Coors Brewing CEO Peter Coors made the
announcement at Coors Field in Denver.  The brewery will produce
beer year round and is scheduled to open with Coors Field in '95
(Coors)....Gillette Co., a new sponsor of the Women's Sports
Foundation, plans to launch a line of shaving gel aimed at women.
Satin Care for Women will hit store shelves in April (BOSTON
GLOBE, 12/13). ....According to a National Sporting Goods
Association analysis, sporting goods store sales surged in New
England states during the 5-year period '87-92 (NGSA)....Atlanta-
based SportsTown Inc., "which has struggled with old inventory
and under performing stores," will add Athlete's Foot shops
inside their superstores.  The move will allow SportsTown to sell
Nike and Reebok brands (ATLANTA CONSTITUTION, 12/14)....The Walt
Disney Company is planning a theme park somewhere in Latin
America in the next decade.  The park would be built in either
Argentina, Bolivia, Chile, Uruguay, Paraguay or Peru
(REUTERS/N.Y. TIMES, 12/14).

     According to INSIDE MEDIA's Chuck Ross & Laura Rich,
McDonald's Corp., "in a major blow to local TV stations," is
taking all of its money out of spot broadcast for '95.  The
company spent "well over" $100M on spot TV in '94.  One
McDonald's spokesperson: "We're shifting to a substantially
national focus by moving the majority of our TV spot media
spending to national network, cable and syndication.  We're going
to be getting more bang for our bucks."  Along with the networks,
Leo Burnett, which does McDonald's national buying, "is the big
winner in the change."  The shift is also a "significant
financial blow to the two dozen or so agencies that the fast-food
giant uses on a local basis."  The move by category leader
McDonald's could have "serious repercussions for stations, reps
and agencies if other fast-food companies follow" (COWLES
BUSINESS MEDIA, 12/13).
     MCDELIVERY:  McDonald's VP Paul Facella said the initial
success of the free delivery experiment in New York will lead the
company to continue the service.  And if numbers "continue their
upward trend," the service might be expanded to other cities
(Alan Wax, N.Y. NEWSDAY, 12/14).