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Volume 24 No. 158

Sponsorships Advertising Marketing

     Universal Studios unveiled plans yesterday for its "E-Zone,"
a 12-acre complex of themed restaurants, nightclubs, movie houses
and shops as part of its Universal City Florida resort in
Orlando.  But "center stage" at the announcement, according to
this morning's ORLANDO SENTINEL, was Shaquille O'Neal, whose
"Shaq's Place" -- a "giant nightclub for a giant" -- will be one
of nearly a dozen restaurants and entertainment outlets anchoring
the $2.6B project.  O'Neal's club will be a 31,000-square-foot,
multi-level facility designed to cater to all ages, featuring
plans for a "half court" basketball/dance floor, live
performances by recording artists, including, "from time-to-
time," O'Neal himself.  Shaq's Place will have games, Shaq
memorabilia for kids and a billiard lounge.  Christine Shenot
writes, "Shaq's Place has the potential to be a big draw,
especially with Orlando residents" (ORLANDO SENTINEL, 11/16).
     SHAQ'S WORLD?  Plans for Shaq's Place come after a developer
said this summer that they were "in final negotiations" with
O'Neal to build a retail, restaurant and office complex in
downtown Orlando to be dubbed "Shaq's World."  The SENTINEL's
Shenot notes the developer, Church Street West, Inc., had similar
features planned for Shaq's World as Universal has for Shaq's
Place.  O'Neal's agent, Leonard Armato, would not comment on the
downtown project, but he did say if Shaq's place "proves to be a
hit" in Orlando, nationwide expansion is a possibility, with L.A.
mentioned in particular (ORLANDO SENTINEL, 11/16).

     The NASCAR Cafe will join O'Neal's project in the E-Zone, as
the only other sports-related venture.  Also planned for E-World:
the world's largest Hard Rock Cafe; Marvel Mania, a unique
superhero-themed restaurant; B.B. King's Blues Club;  Emeril's of
New Orleans, a creole-themed restaurant;  Pat O'Brien's -- a
replica of the New Orleans bar; a 16-screen, 5,000 seat megaplex
theatre; an outdoor theatre for special events; and an "E!"
Entertainment Television Production Center (NASCAR).

     Nike's "Toronto Attack Plan," in which citywide advertising
features local content and the Nike image, is featured in this
morning's GLOBE & MAIL.  Joe Clark notes the campaign -- which
features ads on 60 subway cars, 10 buses-turned-billboards,
posters on subway platforms, TV and billboards -- combined
"powerful photography with hard-to-read typography."  Clark:
"Nike's posters read like a tract issued by a terrorist group
with a fear of full sentences."  Clark also notes the use of the
Orator typewriter-style font, and color scheme made it difficult
to read "from a distance."  However, Clark notes "the campaign's
photos are its true glory," but that "they are too local."
Photos feature action shots such as aerobics at a local park and
a local lacrosse league (Toronto GLOBE & MAIL, 11/16).

     A national survey in MEN'S JOURNAL's Buyer's Guide shows
that Michael Jordan remains America's No. 1 sports idol.  The
survey, in which the magazine phoned 500 men across the country,
ranked Jordan as most admired at 19.8%.  Cal Ripken followed at
18.6%.  Others: Troy Aikman 16.4% and Greg Norman 12.2% (Fred
Mitchell, CHICAGO TRIBUNE, 11/16).

     NationsBank, Official Bank of the '96 Games, will provide
customers with checking accounts in DC, MD, VA and FL with
Olympic Soccer information in January and give them an early
opportunity to order tickets (NationsBank).... Sportmart's
downtown Chicago store opened at 7am Wednesday, 1 1/2 hours
earlier than usual, to begin selling the Bulls' new black
alternate road jersey (CHICAGO TRIBUNE, 11/16).... McGregor
Sports & Fitness announced upon the conclusion of its merger with
Technical Publishing Solutions, it will change the name to
IntraNet Solutions (McGregor)....First Union Bank of FL will
offer fans an opportunity to put the Dolphins' logo on their
checks and give them a chance to attend games through a drawing
(First Union).

     Mike Goff, Sprint's Dir of Corporate Sponsorship Marketing,
addressed the Women in Golf Summit Tuesday in Pinehurst, NC, on
"New Views of Marketing and Women's Golf."  Some highlights:
Goff noted that women's golf offers corporations the opportunity
to reach women, and that many are taking advantage of the
demographics; specifically in three different areas --
participants, spectators, and those supporting women's athletics.
Goff noted that 99% of the LPGA Tour is sponsored by major
companies such as McDonald's, State Farm and Sprint, with
licensing support coming from companies such as MasterCard, Kodak
and Rolex.  Goff also pointed out that women's golf offers "more
positive feedback" for Sprint than Sprint's sister events on the
PGA Tour, and that customer hospitality is superior for LPGA
events as the stars are more engaging, talkative and more
interested in "the lives" of customers.  Goff also addressed the
increased tournament purses in women's golf --up 40% from '91 to
$25M (THE DAILY).