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Volume 24 No. 156

Sponsorships Advertising Marketing

     TOOL TIME AT THE TRACK:  True Value has signed a three-year
sponsorship deal with NASCAR, making the retailer the "official
hardware store of NASCAR," according to AD AGE.  The deal gives
True Value ownership of the NASCAR "Man of the Year" award, and
eligible drivers will carry a True Value decal on their cars.  In
addition, True Value will sponsor ESPN's broadcast of the "Man of
the Year" ceremony later this year.  True Value will also buy
time on NASCAR broadcasts and fill it with racing-themed ads
produced by Leo Burnett USA in Chicago (AD AGE ONLINE, 2/15).
     WILL THERE BE A DISH ON THE HOOD?  PrimeStar has joined The
Family Channel as co-sponsor of Ted Musgrave's NASCAR Winston Cup
car.  The agreement, which starts February 18 at Daytona,
includes signage on the car and Musgrave's helmet and uniform,
pit area visibility, personal promotional appearances by driver
and crew, and a line of NASCAR/PrimeStar merchandise (PrimeStar
     NISSAN GOES INDY:  Nissan Motor Corp. USA yesterday
announced plans to compete as an engine supplier in the IRL
starting in '97.  Nissan will supply its new powerplant engine,
the "Infiniti Indy," which is a racing version of the 32-valve V8
engine found in the Infiniti Q45 luxury performance sedan.  The
engine will first run for top honors in next year's Indianapolis
500.  Nissan's announcement marks the first time the company will
compete in a major open-wheel racing series during its 29 years
of sports car racing in America.  The IRL project will also
signify the first official venture into motorsports competition
for Nissan's Infiniti Division.  The program will focus on
supplying engines to participating IRL teams (Nissan).

     David Sunflower Seeds has announced a promotional
sponsorship with USA Baseball.  Under the banner of "Help the
1996 USA Baseball Team take on the World's Best This Summer," the
company will utilize the partnership in national advertising and
promotional campaigns.  Under terms of the deal, David Seeds will
include the "official sponsor of USA Baseball" designation --
including marks and logos --on all packaging in '96, with a
promotional offer for USA Baseball merchandise on the back panel
(USA Baseball).
     OTHER AMATEUR MARKETING NEWS:  Pop Warner Football has
signed an exclusive agreement for marketing, licensing and TV
representation with ProServ.  ProServ will sell sponsorships for
the organization as a whole, as well as create, manage and secure
sponsors for a series of Pop Warner camps for youth and Pop
Warner clinics for coaches.  ProServ Television will also seek to
expand Pop Warner's exposure via television (ProServ).

     The Single-A Lansing Lugnuts have announced that Volume
Services will manage the foodservices at new Oldsmobile Park in
downtown Lansing.  As part of this agreement, Volume Services
will manage all aspects of Oldsmobile Park's food and beverage
services, including concessions, suites and picnic catering
(Lugnuts)....Golf equipment maker Rainbow Sports is profiled in
the L.A. BUSINESS JOURNAL.  Tim Ready notes that since '90,
company revenues have risen from $9M to $15M (L.A. BUSINESS
JOURNAL, 2/5 issue)....The S.F. EXAMINER conducted a survey on
the 49ers' plans to change jersey color from scarlet to burgundy
for '96.  Of the more than 13,000 polled, 70% opposed the change
(S.F. EXAMINER, 2/13)....Bowl America Inc. reported that net
income for its second quarter dropped 16% to $895,997
($.16/share) down from $1.1M ($.19/share) for the quarter a year
ago (WASHINGTON TIMES, 2/14)....UMass basketball coach John
Calipari has trademarked his "Refuse To Lose" motto, and the
BOSTON HERALD notes teams like the Mariners will have to pay to
use it or risk copyright infringement.  Calipari's trademark
earned him $16,000 last year which was donated to the UMass
library (Lee & Raposa, BOSTON HERALD, 2/13).... Amer, the Finnish
sporting goods manufacturer, saw '95 profits slide more than 60%
with a sales drop at Wilson and tough competition" for Atomic
skis (FINANCIAL TIMES, 2/15).

     As Fila and Adidas sign more NBA players to endorsement
contracts, NBA Properties President Rick Welts said the NBA will
not sign any new sneaker/apparel licensees until the league's
current TV contract with Turner and NBC is up in two-and-a-half
seasons, according to BRANDWEEK.  NBA Properties initially
granted Nike and Reebok use of league marks in exchange for their
support of league broadcasts.  Welts: "There really is no TV
inventory for them.  Internationally, there are opportunities,
but domestically we've put up pretty high end barriers."  Terry
Lefton also writes, "One might also note that Nike has yet to
sign an NBA apparel license." ... In other league news, Lefton
notes NHL Commissioner Gary Bettman "hopes to take another play
from his old NBA playbook, by targeting Japan."  The NHL has
preliminary plans for a regular-season tourney in Japan at the
start of the '97-98 season.  Lefton says to look for the Mighty
Ducks to be involved.  Ducks wing Paul Kariya is part-Japanese
and the team has a following in Japan because of its Disney tie
and its products (BRANDWEEK, 2/12 issue).

     SportsLine USA, an online service devoted exclusively to
sports information, entertainment and merchandise, Wednesday
announced the details of its sponsorship and advertiser program.
SportsLine USA says it will offer potential sponsors packages
beyond placing a banner ad. Their strategy is to incorporate the
sponsor's message and name into existing content.  For example,
SportsLine will offer some company the opportunity to sponsor the
"ACME Scoreboard" instead of just a banner on the page with
scores.  SportLine USA's sponsorship rates range from the $10,000
a month for rotating banners to the year-long $180,000 Gold
Contest Sponsorships.  SportsLine USA can be accessed at (Sportsline).