In a series of TV spots that broke this week, NBC's Bob
Costas debuts as TV Guide's first official spokesperson, urging
viewers to "just open up" to the "new" TV Guide. The magazine is
doubling its ad budget for this year to $15M (ADVERTISING AGE,
1/1 issue)....Honda Motor Co. is considering a return to Formula
One after pulling out of the sport in '92 (CHICAGO TRIBUNE,
1/2)....Playoff has introduced a hockey card set that combines
collecting with sports games. The 330-card set was introduced in
Toronto and is combined with dice rolling for a game based on
points (TAMPA TRIBUNE, 1/1)....Opa-locka, FL, based Mendez
Sportswear (now Dynasty Apparel) has settled a lawsuit against a
Hank Aaron-owned MLB licensee. Dynasty had questioned Aaron's
termination of a contract to produce baseball merchandise due to
"advertising-related problems" and failure to get MLB approval on
some items (MIAMI HERALD, 12/23)....Dan Marino is appearing on
Wheaties boxes in honor of his NFL passing records (TAMPA
TRIBUNE, 1/1)....A FL man has developed a service allowing
recreational and infrequent golfers to establish handicaps. The
Handicap+ card is a calling card that enables golfers to call in
scores and maintain a handicap over the phone (Ft. Lauderdale
SUN-SENTINEL, 12/26)....Perry Ellis will develop and market a
sportswear collection for the collegiate market under a new
"Collegiate" division (Collegiate Licensing Company).... Gaffney
International Licensing of South Melbourne, Australia, has
created a sports marketing and licencing division. Gaffney
International Sports, headed by Jeff Sofka, formerly of NFL
Properties, currently has deals with the NFL, NHL, Haka Bowl and
Australian leagues (Gaffney).... BARRON'S notes that American
Brands' takeover of Cobra Golf has boosted Cobra's shares by 1/5,
but they compare it to a similar deal -- Quaker's takeover of
Snapple. BARRON's warns "buying a trendy young business can be a
mistake," as Cobra seems to have competition "sprouting
everywhere" (BARRON'S, 12/25 issue)....Pistons President Tom
Wilson reports the team's overhaul of its colors and logo (which
debuts next season) has tested well among focus groups (DETROIT
NEWS, 12/24)...."Moneyline" reported on the booming business of
college bowl games, noting a record of $100M+ will be paid out to
schools this year. CNN's Casey Wian focused on the Rose Bowl and
how Northwestern will use its multi-million dollar payoff for
possible stadium renovations and to attract new recruits
("Moneyline," CNN, 1/2).
