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Volume 24 No. 156

Sponsorships Advertising Marketing

     Northwestern's Big 10 title and first trip to the Rose Bowl
since '49 will likely produce increased revenue for the school's
merchandising department and athletic department.  Dan Bickley
writes in this morning's CHICAGO SUN-TIMES that success on the
gridiron could mean $10M in additional revenue over the next
three years through increases in attendance, merchandise sales
and alumni donations.  Bickley notes that Wisconsin has taken in
$4.5M in merchandise sales since its '94 Rose Bowl season, but
"Northwestern's will be much bigger" as its colors and mascot are
"more marketable."  Bickley estimates $5.6M from merchandising in
the next three years.  Other marketing experts estimate NU will
receive $4.3M in increased attendance revenue, along with an
additional $500,000 from concessions, parking and radio rights
(CHICAGO SUN-TIMES, 11/28).  In L.A., Earl Gustkey reports that
Wisconsin averaged about $320,000 a year in merchandising income
before the Rose Bowl, which rose to $1.4M in '94.  For Oregon,
which also returned to the Rose Bowl after a lengthy absence, a
trip to Pasadena meant a rise of $300,000 in merchandising
revenue.  The Ducks earned roughly $500,000 this season (L.A.
TIMES, 11/27).
     ON THE PURPLE BANDWAGON:  Chicago-area SportMart stores have
ordered 8,000 pieces of NU merchandise.  Rose Bowl merchandise
hits stores Wednesday (CHICAGO TRIBUNE, 11/28).

     Fleer Corp. announced yesterday it would close its
Philadelphia plant responsible for making chewing gum and cutting
and packaging trading cards, according to this morning's
PHILADELPHIA INQUIRER.  Susan Warner reports the company will
shift gum production to another factory in Mississippi and
contract card-packaging to outside companies in other states.
William Hardie, Exec VP of Fleer, said the company wants to "get
out of manufacturing" and "focus on marketing."  Ninety jobs will
be lost.  Hardie noted that trading cards account for 85% of
Fleer's business.  Fleer is a division of Marvel (PHILADELPHIA
INQUIRER, 11/28).

     In the latest SPORTS ILLUSTRATED, Alexander Wolff notes the
NCAA's policy of policing players' shirttails is not a solution
to college basketball's problems.  Wolff writes, while the NCAA
prohibits exhibitionism, it recently passed legislation allowing
on-court advertising and emblems from sportswear companies on
uniforms (SI, 11/27 issue).... Sydney's John Singleton
Advertising has landed the $3M Australian Rugby League account,
previously held by Hertz Walpole Sydney.  The league wishes to
compete with Rupert Murdoch's rival Super League, due to start
next year (ADWEEK, 11/20)....Wilson is moving its CA club-making
operation from Newbury Park to Cast Alloys, Inc. in Northridge
(GOLFWEEK, 11/27 issue)....Hillerich & Bradsby will return
production of its Louisville Slugger bat to downtown Louisville.
The bat has been produced for the last 21 years across the Ohio
River in Indiana (Baltimore SUN, 11/28)....Coopers & Lybrand has
assumed sponsorship of the electronic scoreboards on the Senior
PGA Tour (PGA Tour). ....The Comcast U.S. Indoor tennis
tournament has added Philadelphia-based National Media Corp., an
infomercial producer, as presenting sponsor (PHILA. DAILY NEWS,

     Miller Brewing Co. is planning to launch a new flagship
brand called "Miller" in the premium beer category to "compete
head-to-head" with the Budweiser brand, according to the
MILWAUKEE JOURNAL SENTINEL.  James Causey notes that along with
the strategy to compete with Budweiser's family brand strategy,
Miller has begun to use the Miller name in place of the Genuine
Draft brand on its auto racing sponsorships and events.  In
addition, cars driven by Rusty Wallace, Bobby Rahal and Larry
Dixon will gain Miller's Lite brand as a sponsor (MILWAUKEE

     NBA Properties' newest spot in its campaign featuring people
dropping their jobs for an NBA career will feature Magic guard
Anfernee Hardaway spotting a circus clown's large, floppy feet
and inquiring about his shoe deal (Michael Hiestand, USA TODAY,

     "The sports license police are again targeting the Seattle
area," according to this morning's SEATTLE POST-INTELLIGENCER,
looking for counterfeiters capitalizing on the Sonics' logo
change.  Angelo Bruscas reports that the Coalition to Advance the
Protection of Sports logos (CAPS), which represents the four
major sports leagues, the Collegiate Licensing Co. and Starter,
is working to inform fans in Seattle to be aware of the
possibility of unlicensed merchandise.  The Sonics were sixth in
NBA licensed merchandise sales last year, and reported several
cases of counterfeit merchandise production last year when the
club played in Tacoma (SEATTLE POST-INTELLIGENCER, 11/28).

     Retailers surveyed in the latest SPORTING GOODS BUSINESS
"reacted with cautious optimism" to Nike's planned foray into NFL
authentics, "wondering if the swoosh will carry as much weight
when tucked beneath team logos."  Larry Wilson, a buyer for FL-
based Athletic Attic, notes that the "bottom line didn't shift
noticeably" when Nike became the official supplier for Florida
St. and Miami.  And one buyer told SGB that Nike's college
outerwear "was actually being badly outsold" by other brands due
to "high pricing" and "un-inspiring design features" (SGB, 11/95

     UNC unveiled a new logo yesterday in Chapel Hill, replacing
its 50-year-old ram with a "bolder, more modern approach."  The
new logo was designed by New York firm of Sean Michael Edwards
Design (Collegiate Licensing Company). Last year, UNC ranked
third behind Michigan and Florida St. in product sales, bringing
in $2.1M in revenue.  The updated ram logo has "new horns" and a
"more determined" look in his eye, according to this morning's
USA TODAY.  The school also introduced a series of alternate and
secondary trademarks "that bring a contemporary flair" to its
traditional insignia (USA TODAY, 11/28).  Michael Hiestand notes
in this morning's USA TODAY that changes can boost a school's
merchandising sales by "as much as 25%" (USA TODAY, 11/28).

     NFL Properties President Sara Levinson did not rule out the
possibility of Nike making "some sort of cooperative noise by the
Super Bowl or before," according to the latest issue of SPORTING
GOODS BUSINESS.  Levinson said Nike will "likely introduce
product" at the February SuperShow.  Levinson says it is
important for NFLP to "take a strategic look" at what it will do
for '96:  "If it makes sense for us to do something to bring it
to people's attention in '95 then we'll do that" (SPORTING GOODS
BUSINESS, 11/95 issue).
     MODELS INC.?  Frito-Lay "is readying a crop" of three ads
for its Baked Lays brand featuring supermodels Vendela, Naomi
Campbell and Kathy Ireland to run during the Super Bowl.  The
spots, produced by BBDO, will feature the tag: "You Can Eat Like
One of the Guys and Still Look Like One of the Girls" (USA TODAY,

     The Bulls wore their new black alternative road uniforms in
Portland last night for the second time in three games, but "it
had nothing to do with marketing," according to this morning's
CHICAGO TRIBUNE.  Terry Armour reports that a member of the Spurs
equipment staff washed the team's red road uniforms in hot water
after the Bulls game in San Antonio, causing the red to bleed
into the white stitching.  The Bulls are required to wear the
alternative jerseys twelve times during the season (CHICAGO
TRIBUNE, 11/28).