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Volume 24 No. 154

Sponsorships Advertising Marketing

     In the first major organizational shift since Douglas
Ivester became President and COO in July, Coca-Cola is realigning
its international operations, "which provide the bulk of its
operating profits."  The realignment rearranges the way countries
are supervised and removes some of int'l operations from the
direct supervision of Coca-Cola's int'l chief John Hunter.
However, a company spokesperson denied that Hunter was "being
eased out of his international role."  Hunter lost out to Ivester
for President.  Ivester is considered the heir apparent to Chair
and CEO Roberto Goizueta (Cynthia Mitchell, ATLANTA CONSTITUTION,
1/11).

     Even if the NHL saves its season, retailers and marketers
are not certain they will be able to "resuscitate puck-related
campaigns."  Nye Lavalle, President of Sports Marketing Group, a
company that counsels corporations on where to spend their
marketing money: "This has been a near fatal blow.  The NHL is on
life support awhile after this.  All the money's getting
reshuffled, and hockey's left out of the equation."  Lavalle said
sponsors have found other areas to spend their money, such as
figure skating.  Retailers have also lost out on revenue, but
some retailers claim NHL merchandise sales has continued to sell
despite the work stoppage (Kathryn Hooper, FT. WORTH STAR
TELEGRAM, 1/11).  According to Bob Williams, President of Burns
Sports which helps find marketable athletes for advertisers, "it
will take time for hockey to jump back into the limelight,"
because of the lockout.  According to some analysts, several NHL
players stood to get more endorsements this season until the
labor problems (Terry Armour, CHICAGO TRIBUNE, 1/11).

     John Daly, who returned to the PGA Tour last week after a
"voluntary" hiatus and improved his golf score each day at the
Mercedes Championship, may be on the verge of returning to his
sponsors' good graces.  Both Wilson and Reebok suspended their
endorsement contracts with Daly after his hiatus.  But, thus far,
Wilson is happy with Daly's behavior.  Wilson spokesperson Mike
Boylan: "Seeing he's taking a better attitude when he's not up
front is refreshing. ... We're in a wait-and-see period.  We're
really happy with the way he's gotten himself in physical shape.
His attitude seems terrific and his comments -- admitting it took
him longer to grow up is refreshing -- are things we like to
hear."  Wilson and Reebok will wait before any decision on Daly
(Don Cronin, USA TODAY, 1/11).

     The Golf Channel announced it's three major charter
sponsors: Nicklaus Golf Equipment, Titleist/Footjoy and Izod (THE
DAILY)....R.J. Reynolds Tobacco Co. and its Winston cigarette
brand have increased the Season Point fund by a half million
dollars for its '95 NASCAR series.  Winston has also added two
midseason payouts for drivers leading the Winston Cup points
standings (NASCAR/Winston).....Disneyland has raised its adult
admission prices by $2, or 6.5%, bringing to $33 the cost of a
ticket to the Magic Kingdom.  The increase, which is twice the
rate of inflation, is the second in the last nine months.
Children's admission remains at $25 (CHICAGO TRIBUNE, 1/11).

     According to a survey conducted by Morgan-Horan for the NFL,the league ranks at the top of the four major sports leagues asthe most effectively marketed league and as providing the bestsales support (The NFL).
MOST EFFECTIVELY MARKETED LEAGUE ON A SCALE OF 1-5
(1=INEFFECTIVE, 5=EFFECTIVE):
NFL
4.01
NBA
3.98
MLB
3.44
NHL
2.41

WHICH LEAGUE OFFERS BEST SALES SUPPORT?
NFL Properties
44%
NBA Properties
34
MLB Properties
13
NHL Properties
5