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Volume 24 No. 156

Sponsorships Advertising Marketing

     The Bruins announced they will not get rid of the "famed
spoked-B" as their logo.  If they make any change to their black-
and-gold uniform, it likely will involve only a "slight dash of
color or minor change in design."  Bruins President & GM Harry
Sinden: "We're not getting very far with finding anything that
makes sense.  We've spent quite a bit of money having a look --
not that it's been wasted money -- and here's what we found out:
It's a pretty identifiable logo, and you'd better be careful
before you mess it up. ... I know the league is mad at us.  We
told them we were going to make some changes, and even if they're
subtle changes, the league has to know what we're doing for
marketing purposes" (Kevin Paul Dupont, BOSTON GLOBE, 3/12).

     The Coors Light Brand at the Coors Brewing Company renewed
its sponsorship with the Women's Professional Volleyball
Association (WPVA) for '95.  It will be Coors' sixth season of
involvement with the league.  Steve Ritter, Dir of the Coors
Light brand: "With the sport of volleyball celebrating its
'centennial' this year, Coors Light is expanding its in-market
promotions.  This includes point-of-sale items in event markets
to draw attention to the upcoming tournaments and Coors Light's
involvement with the WPVA" (Coors Light/WPVA).

     Dorna USA has entered an agreement with ESPN and the NIT for
use of the AdTime rotational signage during the '95 post-season
NIT, to be played March 15-29.  As part of the agreement, Dorna
serves as exclusive sales rep for AdTime signage displayed during
ESPN's NIT telecasts.  Starter, Foot Locker, Tinactin, AT&T,
Wolverine and Spalding -- all supporting sponsors of ESPN -- have
been signed (Dorna USA).

     Michael Jordan's decision to quit baseball is "driving
advertisers to juggle their plans."  Nike announced it is
shelving its Jordan baseball spott that debuted only a week ago.
The Spike Lee-produced ads included cameos by Stan Musial, Willie
Mays and Bill Buckner.  Nike spokesperson Tom Feuer said the
baseball ad is getting "plenty of exposure anyway in news
accounts":  "It hasn't been a waste of money."  Gatorade
"accelerated the debut" of its new ad featuring Jordan on a
"mythical but suddenly apt search for the meaning of life."  The
Gatorade ad, filmed just three weeks ago, is scheduled to start
airing on NBC's Sunday NBA broadcasts.  Kathryn Newton,
spokesperson for General Mills/Wheaties, said Jordan's switch
back to basketball would not affect their plans (AP/ N.Y. POST,
3/11).  From the new Gatorade ad: Jordan is running through a
desert and into the mountains to a temple where he meets a guru
who recognizes that he has come to discover the meaning of life.
Guru: "Life is a sport, drink it up."  Jordan: "Yeah, that's what
I figured" (Baltimore SUN, 3/11).  McDonald's is teaming up with
the NBA and Looney Tunes characters in a major April promotion.
One TV ad will show Bugs Bunny playing basketball revealing at
the end that he's really Michael Jordan in disguise.  The ads
also include Charles Barkley and Larry Bird (WALL STREET JOURNAL,
3/13).
     NIKE'S STOCK JUMPS:  Nike stock closed at $76.50, up $1.50
for the day and continuing a "steady climb that has seen it rise"
about 10% over the last month.  It was one of the most heavily
traded stocks on Friday, about 50% more than normal.  Kemper
Securities analyst Kevin Dukesherer:  "A comeback by [Jordan]
certainly raises the stock out a little bit, and maybe gives a
little bit of a boost to their Air Jordan line" (Jon Morgan,
Baltimore SUN, 3/11).
     DOES HE SELL?  In Chicago, Tim Jones notes that in the four
years since Gatorade signed Jordan, the company has expanded its
coverage from about a dozen countries to 28.  Gatorade
VP/Worldwide Marketing Bill Schmidt:  "A great percentage of this
is due to Michael.  In a lot of these countries they don't know
what a sports beverage is and they haven't heard of Gatorade, but
they've heard of Michael."  Nike VP/Communications Keith Peters:
"The one thing we have learned in the last year and a half is
that Jordan certainly transcends basketball and baseball and
maybe anything we know as sport" (CHICAGO TRIBUNE, 3/12).  ABC's
Armen Keteyian reported Friday that an NBA official had reported
that advertisers "are already calling in looking to cash in on
[Jordan's] return" (ABC, 3/10).  NEWSDAY's Mike Lupica said
Jordan's return would be "a very smart business decision because
Michael Jordan had to take a look at what happened to Bo Jackson
when Nike decided that they had gone as far as they could with a
guy who could become a marginal baseball player" ("Sports
Reporters," ESPN, 3/12).

     The current issue of BUSINESS WEEK reports on the
shareholder lawsuits that accuse Ryka Founder & CEO Sheri Poe of
not selling the company to L.A. Gear for the highest possible
bid.  The piece notes that shareholders were "further incensed to
learn" that Poe will get a "perk-laden" contract with L.A. Gear
(BUSINESS WEEK, 3/20 issue)....Fleer Dir of Hobby Relations Ted
Taylor said the baseball strike is the "final nail" for many mom-
and-pop card dealers who were "undercapitalized and overly
dependent on baseball card sales" (PHILADELPHIA INQUIRER,
3/12)....Coca-Cola will unveil its giant men's and women's NCAA
tournament draw banners at the sites for both Final Fours in
Seattle and Minneapolis (Coca-Cola)....BET's "Off the Court"
profiled businesses owned by NBA players Charles Oakley (car
wash) and Trevor Wilson and Don MacLean (deli) (BET, 3/11).