Opel will provide the official cars of the 1998 World Cup as
they have extended their relationship with FIFA as an Official
Sponsor for the next three years (FIFA NEWS).... Timex is
sponsoring a film on extreme whitewater kayaking and an
Expedition Team to promote its new line of outside watches. The
film will feature Tommy Moe (Timex Sports).... Dorna USA has
signed two deals to provide their AdTime signage systems at
collegiate men's basketball events. Dorna signed with Kemper
Sports Marketing and ESPN for use of their AdTime signage system
at the Maui Invitiation tournament held in November, and with
Arizona State for at all home men's basketball games (Dorna
USA)...."NFL Prime Monday" had a feature on Deion Sanders' new
commercial for Sega. The report noted Sanders is replacing Joe
Montana as a spokesperson for the company. The cover of Sega's
football game will have Sanders in five different uniforms from
the 49ers, Broncos, Dolphins, Cowboys and Eagles (ESPN, 7/31).
In Boston, Peter Gammons writes that Sanders told his former Reds
teammates that the 49ers were preparing a long-term deal for him.
With the Giants attendance up this week, Gammons writes, "there's
a feeling that Bay-Area Sega and M.C. Hammer's record company
will keep Sanders playing for the two San Francisco teams"
(BOSTON GLOBE, 7/30). ....CNBC's Ted David reported on the
licensing industry, saying it contributes nearly $70B each year
to the retail sales volume of goods and services in the U.S.
(CNBC, 7/31).
