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Volume 24 No. 114

Sponsorships Advertising Marketing

     Nike recently signed a two-year contract with Olympic
swimmer Tom Dolan, according to the WASHINGTON POST.  The deal is
believed to be worth more than $100,000, including bonuses for
any medals he wins at the Atlanta Games.  It is the largest deal
Nike has signed with a swimmer.  Carrie Bates, Nike Swim Manager
of Sports Promotions/Competitive Swimwear, said Dolan "not only
has incredible talents as a swimmer, but we think he brings an
image to our swimwear division."  Bates said Nike is unsure how
they will utilize Bates, but they anticipate using him in
"whatever campaign he fits into."  Dolan was able to sign the
Nike deal by giving up his final year of eligibility at the Univ.
of Michigan.  At the Olympics, Dolan will wear a Nike swimsuit,
but the rest of his wardrobe will be supplied by competitors
(Christine Brennan, WASHINGTON POST, 5/10).

     Integrated Sports International has announced two new
endorsements deals for Hakeem Olajuwon.  The deals include a TV
spot for Snickers candy bars and an alliance with Kellogg's for
their European-marketed products.  M&M Mars' media buy includes
significant time on NBA Playoff telecasts on NBC, TNT and TBS.
The Kellogg pact calls for Olajuwon's image on various cereal box
products in 10 countries throughout Europe this year, as well as
a TV ad with Olajuwon in those regions.  Kellogg's will market to
Italy, Spain, Germany, the U.K. and France, among others (ISI).

     George Lazarus notes ESPN's Chicago ad office has been "hit
hard" by the departures of top sales execs Bill Horowitz and
Bruce Blair.  Horowitz, with Blair as his "chief lieutenant," is
reportedly establishing a sports marketing firm (CHICAGO TRIBUNE,
5/10)....Latin American MLB stars will host a series of concerts
by singing star Ruben Blades honoring past and present Latino
ballplayers.  Proceeds from the "Night of Stars" Tour '96
concerts go to local charities benefiting children.  The first
concert took place April 27 in Boston and the tour continues with
stops in Milwaukee, Chicago, Seattle, and Miami (MLBPA)....The
American Poolplayers Association and RJR's Camel brand have
announced the second annual Camel National Exhibition Tour which
starts May 14 in Phoenix (APA)....Winston Salem, NC, has been
selected as the site for the second NASCAR Thunder store.  A mid-
summer opening date is expected (NASCAR). ...The Motorola Corp.
said yesterday it will not renew its sponsorship of its pro
cycling team for '97 (PHILADELPHIA INQUIRER, 5/10)....'95 British
Amateur Champ Gordon Sherry has signed with Titleist for balls
and DCI irons (Titleist).

     Sprint and the NFL signed a three-year marketing pact,
believed to be the largest of its kind, which takes effect
immediately.  The deal gives Sprint national exclusivity and a
broad marketing platform, new revenue streams, and the chance to
partner with a major pro sports league.  Sprint takes over the
category from GTE while beating out challenger AT&T.  While the
NFL would not confirm details, the AP puts the value of the deal
at $87M. Yesterday's WALL STREET JOURNAL reported the deal close
to $100M (THE DAILY).
     THE WORD: Sprint Chair & CEO William Esrey said they will
"fully leverage this alliance with the NFL in delivering against
all of our marketing strategies in long-distance, local and
wireless communications -- while at the same time delivering
superior telecommunications solutions to the league and its
member teams."  He noted Sprint will help fans "get closer" to
their favorite teams and the sport and for examples, cited
Sprint's interactive 800 service that will allow fans to register
for the Gatorade Punt Pass & Kick competition, and Sprint's help
to enhance the interactive aspects of Team NFL, the league's web
site.     SERVICES WITH A SMILE: The agreement will provide the
NFL with Sprint services including: global long-distance voice,
data and video; local voice, data and video; wireless services,
including Sprint's entrance into Personal Communications
Services; internet access services; telephone calling cards,
including prepaid calling cards; directory services; telecom
hardware; and interactive multimedia products such as interactive
800 service and video and audio conferencing.  In addition to
marketing rights with the Super Bowl, the Pro Bowl and the NFL
Draft, Sprint's sponsorship includes co-titlement of the NFL
Experience, as well as involvement in the Quarterback Challenge
and Run To Daylight events.  Sprint will sponsor NFL Quarterback
and Coaches Clubs, and hold exclusive rights to market
Quarterback and Coaches Club prepaid calling cards (NFL).

     Retail sales of sporting goods are expected to grow 4% in
'96 after showing a less than 1% growth in '95, according to the
National Sporting Goods Association.  Sales of athletic and
sports equipment, shoes and clothing are expected to reach $37.6B
in '96, on the strength of improved growth in athletic footwear
sales (NSGA):
               '92       '93       '94       '95       '96 (PROJ)
     Equipment $12,846   $13,880   $15,257   $15,060   $15,691
     Footwear   11,733    11,084    11,120    11,420    11,835
     Clothing    8,990     9,096     9,521     9,699    10,030
     TOTALS    $33,569   $34,060   $35,898   $36,179   $37,556

     Nutmeg Mills, Inc. has signed Red Wing Keith Primeau to a
marketing and promotional agreement for its Lee Brand licensed
apparel.  As part of the arrangement, Primeau will exclusively
wear Lee Sport apparel throughout the '96 Stanley Cup playoffs.
When not required to be in uniform, the deal stipulates Primeau
will wear a specifically-designed Lee Sport t-shirt and Lee Sport
cap throughout the Stanley Cup playoffs, including the
Championship.  These occasions include all interviews, public
appearances, appearances with the team, opportunities in the
locker room before and after each game and during all other
situations affording media exposure.  Primeau will also promote
and endorse the officially licensed NHL Lee Sport apparel
manufactured and distributed by Nutmeg Mills (Nutmeg Mills).