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Volume 24 No. 156
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     Madison Sports & Entertainment Group, a diversified sports
and entertainment conglomerate, completed the acquisition of Ski
Trails USA.  Ski Trails builds mobile mountains for snowboarding
(Madison Sports)....Cowboys WR Michael Irvin is entering the
sportswear business.  Irvin and his partners, former Cowboy
Alfredo Roberts, Blake Davenport and designer Ricky Talkington,
are scheduled to introduce a sportswear line, Masterpeace Ragz,
March 31 at the Int'l Menswear Mart in Dallas (FT. WORTH STAR-
TELEGRAM, 3/20)....Sport Supply Group Inc. said Friday its chairm
may consider buying out the company or putting it up for sale if
its stock price does not "improve dramatically."  Chair Michael
Blumenfeld set a public market trading price of $26 a share to be
reached by the end of next year.  On Friday, shares rose $2 to
$14/share as a result of the announcement (DOW JONES NEWS)....The
Mighty Ducks announced plans for their 2nd Annual Mighty Ducks
FanFair charity event to be held at Disneyland for an exclusive
private party, April 27.  All proceeds for the event will benefit
Disney GOALS, a public charity established by Walt Disney Co. in
'94 that seeks to create positive social alternatives for
disadvantaged kids (Mighty Ducks)....The Buick Southern Open has
been renamed the Buick Challenge and its purse increased from
$800,000 to $1M.  The tournament, to be played September 28-
October 1 at Callaway Gardens, GA, will be televised by ESPN (PGA
Tour)....Coors announced plans to introduce George Killian's
Irish Brown Ale on May 1.  The new ale will join Killian's Irish
Red in establishing an "Irish family of brands" to be marketed by
UniBev Ltd., Coors' marketing and specialty import division of
(Coors). ....Frito-Lay is leveraging its "heavy" buy during the
NCAA Tournament with the introduction of the Doritos/Taco Bell
Taco Supreme.  The product is the first co-branded offering from
the intra-PepsiCo product development partnership  (BRANDWEEK,
3/20 issue)....Sears announced their Women's Final Four Fantasy
promotion from March 16-26.  In conjunction with the NCAA and the
Women's Basketball Coaches Association, Sears is hosting
exclusive coaches appearances in select Sears stores and offering
prizes including trips to the Women's Final Four in Minneapolis