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Volume 24 No. 114

Sponsorships Advertising Marketing

     Coca-Cola said yesterday it is working with Walt Disney to
develop commercials for its Classic brand.  The WALL STREET
JOURNAL calls the move "daring" and notes Disney's "exact role
isn't clear" (WALL STREET JOURNAL, 11/10).... Cobra Golf has
renewed its representation and endorsement agreement with Dennis
Walters, disabled trick shot artist and star of the "Dennis
Walters Golf Show" (Cobra Golf).... This morning's USA TODAY
"Company Spotlight" features Oshman's Sporting Goods and their
"play before you pay" concept (USA TODAY, 11/10)....The Sports
Authority reports increased third quarter revenues but flat same-
store sales (MIAMI HERALD, 11/9)....Blistex has named its winners
in the "World's Most Beautiful Lips" contest, and sports figures
dominate.  Cal Ripken Jr. earns "Most Durable Lips" award; Monica
Seles the "Most Courtable Lips;" and Hideo Nomo "Import Lips of
the Year."  Other winners include JFK Jr., Newt Gingrich and
Kelsey Grammer (Blistix)....The RHI New Jersey Rockin Rollers
report a survey of their fan base shows over half of all adult
fans report household incomes of over $50,000, and over half in
attendance at their games have college degrees (Breakthrough Pro
Marketing)....Molson reported profits were down 72% in the latest
quarter, with the fall blamed on red ink from Molson's U.S.-based
Diversey Special Chemicals division (GLOBE & MAIL, 11/10).

     Fila stock jumped more than $4 a share yesterday after the
company posted its seventh straight quarter of higher-than-
expected earnings and announced orders for delivery are up 42%.
The Baltimore SUN reports analysts and FIla officials say "one
reason" behind the record sales is Fila's early launch of the new
edition Grant Hill-signature shoe. Demand for Hill II will be
reflected in next quarter's figures, raising estimates of
earnings for the year.  Fila stock closed at $48.25 and more than
triple the $15.50 price in September '94.  The company also
reports soaring sales growth in its apparel line and
international markets for athletic shoes (Timothy Mullaney,
Baltimore SUN, 11/10).

     Hakeem Olajuwon has reportedly agreed to deals with Visa,
Frito Lay and a major cereal maker, which sources say is
Kellogg's.  The deals could be announced within the next few
weeks and will contain national media campaigns.  In addition to
back-to-back NBA Championships and MVP's, they should put
Olajuwon near the top of the NBA endorsement heap.  Under
management by Integrated Sports International, Hakeem has signed
with Scoreboard, Minolta, Taco Bell, Rochester Big & Tall, Uncle
Ben's/M&M Mars, and Compaq computers since the '95 Finals.
Olajuwon previously had deals with Oshman's Sporting Goods,
Spalding and Continental through his Dream Foundation.  Fred
Fried, Exec VP/COO at ISI, said Olajuwon's reputation as "the
best player in the league and a great person" makes companies
enthusiastic to align with him as a spokesperson (THE DAILY).

     Ogden Corp. said it "wants to shed about a third" of its
business, including its concessions operations at sports arenas
to focus on core entertainment, aviation, power-generation and
waste-treatment operations.  Jonathan Auerbach reports in this
morning's WALL STREET JOURNAL that the businesses Ogden plans to
trim "depend heavily on lower-margin short-term contracts," and
selling them will enable the companty to invest in "its higher
margin businesses, including entertainment."   Ogden expects
earnings to jump 12-15% after restructuring (WALL STREET JOURNAL,
11/10).

     Sheik Condoms will fly airplane-banner advertising over four
college football stadiums tomorrow, just months after Ramses
started a similar campaign over NFL stadiums.  USA TODAY reports
the banners will show the outline of a condom with their slogan
"Get Some," over four college games: Illinois at Ohio St., Kansas
St. at Iowa St., Missouri at Colorado, and Washington at UCLA
(USA TODAY, 11/10).

     The U.S. Pro Figure Skating Championships in Richmond have
been postponed from their original date in early December, with
organizers citing "11th-hour withdrawals" by sponsors as the
reason.  The RICHMOND TIMES-DISPATCH's John Markon reports Carole
Shulman, Exec Dir of the Professional Skaters Assoc., would not
name names, but said sponsors told them "advertising expenses
were now being deferred to the first or second quarter of 1996."
Shulman said the PSA is targeting February or March for a makeup.
The Open's headliners included former Olympic medalists Katarina
Witt and Victor Petrenko, but Shulman was unsure whether they
would attend a possible makeup date.  NBC was to have shown
highlights from the event on December 30, and Shulman blamed the
TV deal in part for the postponement.  Shulman: "We were
producing the television ourselves and selling it to NBC.
Without the sponsors in line, we couldn't be assured of the
production quality we wanted and NBC wanted. ... NBC's still
working with us" (RICHMOND TIMES-DISPATCH, 11/9).

     Nike premieres two new spots starring Deion Sanders during
the Cowboys-49ers Sunday on Fox that are a play on the old
"Dallas" TV series.  Dottie Enrico reports the ads will use the
show's theme song, and feature Jerry Jones, the Cowboy
Cheerleaders and Roger Staubach.  Wieden & Kennedy created the
spots for Nike.  Sanders has hired ICM, the international talent
agency, to "sift through" the high volume of offers he is
receiving to promote products.  General Mills, Pizza Hut and
Pepsi reportedly all have Sanders' spots in the works (USA TODAY,
11/9).

     The Rose Bowl may "abandon a longstanding policy and align
itself with sponsors," Pac-10 Commissioner Tom Hansen said
yesterday, according to today's ORANGE COUNTY REGISTER.  Hansen
told a group of reporters gathered for the Pac-10's basketball
media day that the Tournament of Roses committee seems
"interested in finding 'presenting sponsors,'" that would be
given signage and the ability to market the game.  However, the
possibility of a title sponsor was ruled out (Larry Bortstein,
ORANGE COUNTY REGISTER, 11/10).