OLAJUWON, YOUNG, AND BLAIR ALL NEWCOMERS TO TOP TEN LIST

     Hakeem Olajuwon, Steve Young and Bonnie Blair are the three
newcomers to THE SPORTS MARKETING LETTER's annual 10 list of
sports endorsers.  Michael Jordan, who will earn an estimated
$35M in endorsements this year, headed the list.  Jordan was
followed by Shaquille O'Neal with $14.5M; Jack Nickalus $13M;
Arnold Palmer $12.6M; Joe Montana $12M; Wayne Gretzky $8.8M;
Nancy Kerrigan and Young (tie) $4M; Olajuwon $3.8M; and Blair
with $3.2M.  The rankings are based on '95 earnings estimates,
diversity of companies represented, and demand.  Those from the
'94 Top Ten who failed to repeat include Chris Evert, Charles
Barkley and Dan Jansen (Dottie Enrico, USA TODAY, 7/27).