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Volume 24 No. 155

Sponsorships Advertising Marketing

     Coca-Cola Co. and the Federal Trade Commission have settled
a nine-year dispute over Coca-Cola's proposed agreement to buy Dr
Pepper in 1986.  The FTC had ruled the purchase would violate
antitrust laws, and yesterday Coca-Cola agreed to give the agency
"notice before it buys another U.S. beverage company with sales
of more than 10 million cases."   The agreement reportedly "won't
affect Coca-Cola's plans to buy root beer maker Barq's Inc." and
analysts say the deal is a "victory for Coca-Cola because it
loosens previous FTC restriction and keeps Coca-Cola on the
playing field in the rapidly consolidating market."  But it could
put an end to one frequently circulated rumor -- that Coca-Cola
"might buy new soft drink giant Quaker Oats. Co., maker of
Gatorade and Snapple" (Chris Roush, ATLANTA CONSTITUTION, 5/19).

     Walt Disney Co. will join with House of Blues to open night
spots at Disney theme parks and other sites, according the this
morning's N.Y. POST.  House of Blues is a chain of "music-retail-
dining spots" with four locations, including a "sprawling and
wildly successful" store in L.A.  The chain "plans to open at
least four more night spots in Paris, London, Chicago, and Las
Vegas -- and Disney is prepared to invest $25 million into that
second phase of expansion."  The first venture with Disney will
open on Pleasure Island at Disney World (Paul Tharp, N.Y. POST,
5/19).

     The Grizzlies unveiled their official home and road uniforms
and warm-up suits yesterday in Vancouver.  The uniforms, produced
by Champion, carry the team colors of Naismith Red, Pacific
Turquoise and Black. The road uniforms will be predominantly
Pacific Turquoise.  GM Stu Jackson, who was involved in the
design of the new look, said "we were looking for something
distinct without losing a sense of classic style" (Grizzlies).

     Marketing representatives for WBO and IBF Lightweight
Champion Oscar De La Hoya believe the boxer has all the
ingredients to transcend the sport's "negative image" and become
a heavyweight in the sports marketing ring.  Fred Fried, Exec VP
of Integrated Sports International, which handles De La Hoya'
business interests, told THE SPORTS BUSINESS DAILY that De La
Hoya's "youth, looks, background and potential 'outweigh'" the
negatives associated with boxing.  Fried: "For a young man, he
has an awful lot to say.  He has some real deep roots in the Los
Angeles community and he's an Hispanic-American who bears a
responsibility for being one of the most visible members of his
community.  But, at the same time, he is in demand by a much
broader audience."  De La Hoya has established deals with Mennen
and B.U.M. Equipment.  Mennen originally wanted to sign him
solely for its Hispanic marketing efforts, but, according to
Fried, the company will use him for "general marketing programs."
Fried says De La Hoya is also involved in philanthropic efforts
dedicated to addressing the needs of the "sick and
underprivileged kids" in L.A. (THE DAILY).