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Volume 24 No. 134
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     Dorna USA has been named exclusive sales rep for the NIT
basketball tournament and will be responsible for pursuing
entitlement sponsorship (Dorna USA)....The "Milk Mustache" ads
are apparently working, according to INSIDE MEDIA.  Research has
shown that the $52M campaign, featuring sport stars Steve Young
and Kristi Yamaguchi, "has altered some negative perceptions in
favor of a more positive image" of milk (Mike Reynolds, INSIDE
MEDIA, 9/20-10/3 issue).... Officials from Jacksonville said they
"generated 12 corporate expansion possibilities during a
Northeast recruitment trip last week," according to the FLORIDA
TIMES-UNION.  The attention generated by Jacksonville's selection
as an NFL expansion city is cited as a major factor (Karen Brune
Mathis, FLORIDA TIMES UNION, 9/26).... Kraft will launch a promo
with the Dream Team this month, according to Michael Hiestand of
USA TODAY.  The tie-in with Kraft Macaroni and Dream Team
paraphernalia will later spread to nine other Kraft brands (USA
TODAY, 9/26)....The National In-Line Hockey Association has been
endorsed by Optimist Int'l, a service organization that reaches
out to over six million youths a year (NIHA)....In Dallas, Cathy
Harasta writes that "golf has managed through marketing to make
sympathizers -- not to mention fairly loyal TV viewers -- out of
non-golfers.  While tennis stayed self-serving, golf enjoyed an
upswing that now shows up in results such as the Ryder Cup Fever"