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Volume 24 No. 116

Sponsorships Advertising Marketing

     In Detroit, Channel 50-WKBD has ads attached to the
television game clock during their Red Wings telecasts.  Every
time "fans see a game clock on Channel 50, they will see an ad
for Ameritech, Ford dealers or others."   Tim Kiska of the
DETROIT NEWS asks, "It's bad enough having ads all over the
boards ... Do we have to have 'em on the game clock, too?"  Toby
Cunningham, who produces the Red Wings Telecasts, said he doesn't
consider the ads "an intrusion in the game," but "a benefit to
the viewers because we utilize the clock more than we did in the
past."  The game clock now appears around 25 times per game on
TV, as opposed to 15 times last year (Tim Kiska, DETROIT NEWS,
10/13).

     THE SPORTING NEWS gives a "high five" to the Padres, who
started a college-funding program called "Padres Scholars," with
players contributing more than $60,000 and Owner John Moores and
Larry Luccino matching it. The "total will help bring a minimum
of 25 $5,000 scholarships each year" (THE SPORTING NEWS, 10/16
issue)....The Patriots will hold ten non-contact youth football
camps in each New England state except Vermont on Oct. 21-22 in
conjunction with the NFL and North American Sports Camp.  For a
$50 fee, players receive a football, t-shirt, graduation ceremony
at Foxboro Stadium and instruction from former NFL players and
coaches.  The Patriots are the test site for the pilot program
(BOSTON GLOBE, 10/12)....US West Cellular, in coordination with
their sponsorship deals with the Sonics, Jazz, Nuggets, Suns and
Trailblazers has completed production of a TV spot with an NBA
star from each of the five teams.  US West will also use the
players for "in-market" promos.  The players include Detlef
Schrempf, David Benoit, Dale Ellis, Elliot Perry, and Cliff
Robinson (Pro Serve)....Florida-based ii inc. has set up a 900
number designated as the "I Hate U. Line."  For 99 cents, touch-
tone callers can vent frustration toward the Florida Gators, the
FSU Seminoles or the Miami Hurricanes by voting for the most
hated team.  After a week of service, Miami has nearly 50% of the
"hate" votes ("Scorecard," SPORTS ILLUSTRATED, 10/16 issue)....In
reacting to the Rockets new logo and floor last night, many fans
brought up the 70's disco/Dr. J movie, "The Fish That Saved
Pittsburgh."  Rockets Fan Stanley Isen: "I thought the funnies
came out on Sunday" (HOUSTON CHRONICLE, 10/13)....The ad campaign
for the Sacramento Kings was created by Runyon Saltzman &
Einhorn. They developed 12 30-second spots; nine on TV and three
on radio.  In four TV spots, three women discuss the Kings ticket
game packs over lunch at a deli, and five of the TV spots
highlight Kings VP/Basketball Ops Geoff Petrie playing hoops in a
darkened Arco Arena, speaking on basketball fundamentals
(Kings)....Last night's "MacNeil/Lehrer News Hour" examined
Ticketmaster and "The battle to beat the high cost of tickets to
major sports and entertainment events."  Part of the piece looked
at the process Mariners fans had to go through to get playoff
tickets ("MacNeil/Lehrer News Hour," PBS, 10/13).

     Former Oilers Coach Bum Phillips has been signed to promote
a new line of low-fat sandwich meats for Houston-based Blue
Ribbon.  In TV spots this month, Phillips says, "Can you believe
it?  They're trying to make an old Bum like me watch his weight?"
Another spot will feature Phillips with his wife, Debbie.  It was
created by The Cohen Group in Houston (ADWEEK, 10/9 issue).
     DAYTONA ACCOUNT: Orlando-based Fry/Hammon/Barry has become
the first agency of record for the $1M ad account of Daytona USA,
a motorsports attraction in Daytona, FL.  The 50,000 square foot
Daytona USA is under construction next to Daytona International
Speedway.  It will "allow guests to perform live pit stops and
design their own race cars via computers."  It is owned by the
International Speedway Corp., "which owns several race tracks
around the country and is also the sanctioning body for NASCAR
racing" (Katy Eckmann, ADWEEK, 10/9 issue).
     THOU HAS NO FEAR: No Fear, the marketer of "attitude wear,"
has begun to speak with some ad agencies around the country. No
Fear has handled most of its advertising in house. Michael Moore,
No Fear's VP/Marketing, said they are looking for "a creative
partner as it sets its sights on becoming a leading brand of
athletic wear."  Moore: "Our core communications have surrounded
what some people call 'extreme' sports. (But) one of our primary
goals is to establish a clear link between No Fear and major
league sports" (Kathy Taylor, ADWEEK, 10/9 issue).
     LIVE AND DIE IN L.A.: L.A. Gear of Santa Monica, CA has
named Dailey & Associates, L.A. to handle a print ad campaign for
'96 aimed at women. TBWA Chiat/Day, Venice, resigned from the
account last week (AD AGE ONLINE, 10/13).

     Replica Co., a MA-based company that ran sports fantasy
leagues and stock games, closed their doors this week,
"blindsiding thousands of avid football fans who'd paid up to
$100 each" to play the rotisserie game, according to David
Halbfinger of the BOSTON GLOBE.  A top exec at Replica said the
company closed "after tiring of interrupted losses," and Peter
Petras, Dir of Business Development said a series of
"misjudgments and external factors dealt Replica its fatal blow."
The firm had recently invested in its internet project on the
World Wide Web and had projections of gaining up to 6,000 fantasy
players from the internet by the start of the NFL season.
Petras: "We got less than 1,000 -- let me just say that."
Overall, only 12,000 players -- less than half of what management
expected -- signed up to play (BOSTON GLOBE, 10/13).  The game
drew a national following with weekly updates in USA TODAY's
sports section. Complaints from "all over the country" are coming
into the MA Attorney General's office as players "have little
chance" of receiving refunds (BOSTON HERALD, 10/13).

     NBC Sports, the NFL and Sears will join for the nationwide
"Two for Two Championships Sweepstakes" this month.  Consumers
will be able to enter the sweepstakes at NBC Sports themed
licensed apparel areas at Sears.  The winner receives trips to
the AFC Championship Game and to Super Bowl XXX in Phoenix
provided by the NFL. The sweeps is used to promote the new
"centralization of Sears' men's licensed sports apparel into one
NBC Sports-themed location" and will be supported during NBC
programming in October and November.  All 800 stores carry NBC
Sports products and apparel manufactured by AJD, Pro Player,
Champion, Salem, and Sports Specialties. A similar NBA
Sweepstakes is planned for the Spring (NBA).

     The "widely watched ranking of TV endorsers" put out by
Video Storyboard Tests in New York that test the celebrity
endorsement appeal of sports stars was previewed by Kevin Goldman
of the WALL STREET JOURNAL.  Michael Jordan remains No. 1 for the
seventh time in eight years, while Shaquille O'Neal moves from
No. 3 to No. 2.  Joe Montana "returns to the list at No. 3 with
endorsements for Sega and Hanes."  Video Storyboard Test
President David Vadehra attributes Montana's "comeback to his
retirement from football."  The sports list this year is 100%
male.  Last year, Nancy Kerrigan ranked No. 2 on the list (WALL
STREET JOURNAL, 10/12). Vadehra on O.J. Simpson's likelihood of
appearing on the Celebrity Endorser List: "No more commercials
for 'the Juice', he's just too controversial" ("ET," 10/12).