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Volume 24 No. 112

Sponsorships Advertising Marketing

     Callaway Golf and Saint Andrews Golf Corp. signed a joint
agreement to participate in the "Callaway Golf Country Club
Driving Range."  The first location is to be a part of the All-
American SportPark currently owned by Saint Andrews and under
construction on the Las Vegas Strip.  Among the features of the
Range: 14 acres with 80 practice stations, a Callaway Clubhouse,
a Pro Shop with Callaway products and merchandise, and a training
center.  Saint Andrews retains exclusive rights for the Driving
Range in Las Vegas and to the concept and designs (Callaway/Saint
Andrews).

     After being Super Bowl MVP, Steve Young was expected to have
a high endorsement profile.  "So, where is he?," asks Sean Horgan
of the HARTFORD COURANT.  "Why isn't he throwing passes to Tweety
for Big Macs, or running over Wile E. Coyote for some french
fries. ... It's as if he grabbed the Super Bowl MVP trophy, went
to Disney World and never came back."  Young has deals with
Sprint, Frito-Lay, Nike, Rawlings, Scoreboard and All-Sport which
pay him around $3M a year -- much more than other sports stars.
But Leigh Steinberg, Young's agent and investor in Integrated
Sports International, the sports marketing firm that handles
Young, said the low-key approach has been by design:  "We turned
down a large number of endorsements and decided not to do a lot
of regional and local ads that were offered."  Steinberg  said
the public "is going to start seeing ads on a national level
featuring Steve."  Horgan writes that one of the reasons Young
may be careful about marketing himself is that he hopes to enter
politics and "he has to be careful about potential conflicts of
interest."  Young's religion also "shapes his choice of
commercial enterprises," as a Mormon he won't endorse any
products that involve caffeine, alcohol or tobacco (HARTFORD
COURANT, 5/29).

     Combined local ad spending in baseball is "expected to be
down" as much as 30% this season, according to the SPORTS
ADVERTISING REPORT, a publication of TEAM MARKETING REPORT.
Although the strike has forced ad rates down, many companies are
still committing "significant" money to baseball.  Based on a
144-game season, the following were designated the "Top Baseball
Advertisers" (SPORTS ADVERTISING REPORT).  NOTES:  Estimated
billings:  For broadcast, $286M (based on $3,300 per :30); Cable,
$98.2M ($2,200 per :30); Radio,  $109M ($675 per :30).  IN-
STADIUM SIGNAGE LEADERS:  1)  Anheuser-Busch, 2) Coca-Cola, 3)
Miller, 4) Philip Morris (Marlboro).
     BROADCAST           CABLE TV              RADIO
     1. A-B $13M         1. Dodge $4.2M        1. Amoco $4.9M
     2. Ford $9.5M       2. Miller $3.1M       2. A-B $4.1M
     3. Southwest $9.3M  3. Southwest $2.5M    3. Chevy $4.0M
     4. Miller $5.7M     4. Jeep-Eagle $2.25M  4. Chrysler $3.6M

     The Orioles, usually one of the toughest tickets in
baseball, have taken out print ads in the Baltimore/DC area
announcing game-night promotions and single game seats available
for their upcoming 10-game homestand (Mult., 5/30)....Sales of
Pacers merchandise in some areas of IN are up 30% since the
playoffs began (Fort Wayne NEWS SENTINEL, 5/31)....Tommy Boy, the
rap record label, has produced a new line of golf apparel.  The
Links Look "follows vogues in hip-hop fashion derived from such
exurban pastimes as yachting, hockey and soccer" (SI, 6/6
issue)....Mountain Dew, the "phenomenon of the nonalcoholic
beverage market," is profiled by Glenn Collins in the N.Y. TIMES.
Dew currently ranks No. 6 in popularity, but "some PepsiCo
executives predict privately Mountain Dew could unseat Diet Pepsi
to break into the top five" (N.Y. TIMES, 5/30).  Pepsi will
announced plans today to test Smooth Moos Smoothies, a low-fat
line of dairy shakes, throughout TX and in parts of OK.  The
drinks will be marketed to teenagers and sold in convenience
stores (USA TODAY, 5/31)....Miller Brewing is talking to agencies
about expanding its interactive marketing effort (N.Y. TIMES,
5/31)....The Nets reportedly will not change their name next
season.  There was talk of a name change to the "Swamp Dragons"
(BOSTON HERALD, 5/28).

     The Raptors have signed a deal with Dorna USA to use their
AdTime rotational signage system at SkyDome during their '95-96
inaugural season.  More than 200 feet of AdTime signage is
currently installed along the ring of SkyDome's upper level
during Blue Jays games and other events.  The deal will extend
the AdTime system to the courtside area.  The Raptors are the
16th NBA team to sign an agreement for AdTime, which is also used
by 15 MLB teams, the AVP Tour, and this spring during the Stanley
Cup playoffs (Dorna).

     Sponsors of the LPGA Tour have "maintained a unified front"
in the aftermath of CBS commentator Ben Wright's alleged remarks
that corporations shy away from the sport because of lesbians on
Tour, according to David Markiewicz of the DETROIT NEWS.  GM
Oldsmobile took out a full-page ad in USA TODAY supporting the
Tour, and execs from McDonald's, Sara Lee, Chrysler and other
companies said they "invest in LPGA sponsorships simply because
it's good marketing; they can reach the affluent female (and
male) consumer they covet, and at a lower cost than men's golf."
Tom Nelson, a spokesperson for State Farm Insurance: "When we
decided to get involved in women's golf, (lesbianism) was never
an issue, never discussed."  Oldsmobile spokesperson Gus Benz
points out the advertiser-friendly demographics of the LPGA, and
said nearly 49% of Olds' new car buyers are women, "making the
LPGA a good fit."   Steve Ellis, an editor at GOLFWEEK magazine,
contends the game won't be influenced by the latest publicity: "I
look down the LPGA tournament schedule and I see the names of a
bunch of Fortune 500 companies, and I don't feel this thing with
Ben Wright will have any effect on them or their sponsorship.
These CEO's are smart" (DETROIT NEWS, 5/29).