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Volume 24 No. 112
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     A survey of 50 sports marketing executives at companies
which historically have contributed the most in terms of sports
sponsorship dollars finds that they are willing to spend more on
sports in '96 than they did this past year.
     The survey, conducted by Walke Communications for the 1996
National Sports Forum, finds:
     -- 44% said they will spend more on sports marketing in the
coming year, with 27% saying "significantly more."
     -- 36% plan to spend the same amount.
     -- 20% plan to budget less.
     -- Last year at this time, only 8% said they would spend
more on sports-related campaigns in '95, with 57% saying they did
not plan to spend as much.
     Full results of the survey will be released at the Forum,
held January 22-24 in Colorado Springs (THE DAILY).