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Volume 24 No. 155

Sponsorships Advertising Marketing

     Coca-Cola has announced plans to build a 100-foot tall Coca-
Cola bottle along the Las Vegas strip to attract tourists to
their "Oasis," an entertainment and retail attraction scheduled
to open by mid-'96.  The Oasis will be the third venue for the
subsidiary, Coca-Cola Attractions.  It currently operates the
Coca-Cola Pavilion in Atlanta and a 3,000 square-foot retail
store in Manhattan.  At the Oasis, the "bottle will house
elevators to transport visitors to the store's four floors"
(Chris Roush, ATLANTA CONSTITUTION, 5/17).  The company is trying
"to cash in on the growth of Las Vegas as a family vacation
center," and wants to "bolster its share in the Las Vegas market,
where Pepsi has a slight edge" (Bruce Horovitz, USA TODAY, 5/17).

     Converse President Mickey Bell is the focus of this month's
interview in SPORTING GOODS BUSINESS.  Bell on acquiring Apex:
"One of the things we felt was a missing link was the inability
to have a coordinated, integrated apparel program. ... Now we can
look at coordinated programs where you're going to build the
brand through uniformed apparel and the feet."  Bell stressed
Apex's agreements with over 20 college teams as another key to
the deal.  Bell says Converse will continue to look at further
acquisitions "that make sense for us."  On the sports licensing
market being "soft," Bell said, "Whenever a market is
consolidating, retailers usually go after the strongest players
in the business."  Bell expressed confidence that Apex/Converse
"would be a brand that would still be on the top of the
retailers' list. ... The market is not growing, so where
retailers and manufactures are able to grow is really through
growing market share."   On the future: "One of the things I
think retailers are going to be looking at as they go forward is
to continue to expand from just one or two vendors and what
vendors should they select after that.  And I think what they are
going to look for are vendors that have what I would call a total
package -- athletic endorsers, advertising, a global brand, good
delivery and sales and promotion people out in the field" (Andrew
Gaffney, SPORTING GOODS BUSINESS, 5/95 issue).

     The Indy 200 at Disney World in Orlando is scheduled for
January 27, and Disney's "newest venture has received an
enthusiastic response," according to this morning's ORLANDO
SENTINEL.  Groundbreaking for the 1.1 mile track is set for June
5, but ticket sales for the race "have been brisk despite limited
advertising."  Event capacity is listed between 50,000-60,000.
Disney Sports Marketing Director Michael Waggoner called the
interest "amazing":  "It just blows me away."  With a $1M
guaranteed purse, a TV contract with ABC, and Disney's
involvement, IRL Founder Tony George said he is "surprised
there's any doubt" about the potential for the race (Charean
Williams, ORLANDO SENTINEL, 5/17).

     In their corporate close-up, this week's ADVERTISING AGE
examines Woolworth, a "struggling retailer" which is "relying on
a newly recruited outside management lineup and the strength of
its specialty stores to boost sagging revenues."  A focus of that
strategy is to "concentrate on it most prized possession," its
athletic footwear division including Foot Locker and Champs
Sports -- instead of focusing on the Woolworth "core stores."
Woolworth's Athletic Footwear and Apparel division consists of
all Foot Locker stores, Champs Sports, Athletic X-Press, and
Going to the Game!, and is headed by William DeVries.  Woolworth
is said to spend close to $20M of its ad budget on its Foot
Locker chain.  Several analysts feel that Foot Locker "has the
greatest potential" for Woolworth, as the athletic shoe market
will continue to be strong.  Jeffrey Hill, Managing Director at
Meridian Consulting Group:  "Their Foot Locker (group of stores)
represents a tremendous opportunity for continued growth" (Leah
Rickard, AD AGE, 5/15 issue).

     The ECHL expansion franchise in Lafayette, LA, announced the
team's new name: the Louisiana IceGators (LAFAYETTE ADVERTISER,
5/16)....Successful coaches and their successful "managing" books
are examined in this morning's USA TODAY Business Section.
Author Noel Tichy on the success of books by Don Shula and Pat
Riley, among others: "There isn't an author out there that isn't
struggling with 'How can I coach better?'" (USA TODAY,
5/17)....Home Depot stock fell 5.2% or $2.25 after it fell $ .4
cents a share shy of analysts' expectations (ATLANTA
CONSTITUTION, 5/17). ....Some of the past year's best magazine
creative output's are ranked in a special section in the current
ADVERTISING AGE (5/15 issue)....The Pro Beach Soccer Tour
announced that it has added sponsors for its '95 Pro Beach Soccer
Cup.  Trident, AT&T, Pepsi, KFC and Taco Bell have all been
secured (Pro Beach Soccer Tour).

     Molson Breweries yesterday reported increased earnings and
revenue in FY '95 (ended April 1), "bolstered by higher beer
prices, more U.S. sales and lower marketing cost."  Molson
Breweries is 40% owned by Molson Cos. Ltd., which also owns the
NHL Canadiens and Molstar Communications.  Molson continued to
lead in the Canadian domestic beer market, and saw "exports south
of the border" grow 14% in '95, mainly as a result of the success
of Molson Ice.  Molson Breweries' profits rose to C$168.3M on
revenues of C$2.12B, compared with a profit of C$161.3M on
revenues of $2.11B last year (Marina Strauss, Toronto GLOBE &
MAIL, 5/17).  Those revenue figures include Molson's interest in
"Hockey Night in Canada" (CP/HAMILTON SPECTATOR, 5/17).

     The off-the-court success of Luke and Murphy Jensen is
examined by Robert Frank in this morning's WALL STREET JOURNAL.
For the Jensen brothers, the game is "about entertainment, image
and marketing," and Frank writes, "If any sport could use an
infusion of energy, it's tennis."  Despite being ranked 23rd in
doubles, the Jensens could have one of the longest sponsor lists
in the game.  Prince, Oakley Eyewear, Hugo Boss, Ebel Watch, and
CNS, Inc. have signed on with the pair, who also have their own
line of Adidas clothing and a music CD.  Washburn Guitar is about
to manufacture a Jensen guitar shaped like a tennis racquet and
Prince will roll out a set of junior rackets using the Jensens as
the national selling draw.  The deals reportedly earn them more
than $1M a year each, and sponsors "couldn't be happier."  Rich
Margin, VP/Marketing for Prince: "Frankly, we would like to see
them win more.  But right now, it seems the fans support them
either way."  An Adidas exec "contends that losing so much might
even be a plus," because it gives them more time to sign
autographs and meet with fans.  Adidas National Promotion Manager
Soosie Lazenby-Johnson: "Real kids have trouble relating to the
guy on center court who's always winning.  They understand the
Jensens ... kids who might lose, but have a great time and look
cool" (WALL STREET JOURNAL, 5/17).

     The WTA Tour has introduced new forms of communication for
their fans and media.  The tour is offering a weekly newsletter
called "Notes & Netcords" on America Online with the keyword
"tennis," and via CompuServe under "Go Tennis."  CompuServe's
Tennis Forum Founder Bob Anderman called the WTA Tour profile
"one of the most popular features of The Tennis Forum on
CompuServe."  The WTA is also exploring the possibility of
launching a Web site for tour information, player profiles and
licensed products (WTA Tour).