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Volume 24 No. 117

Sponsorships Advertising Marketing

     Anheuser-Busch and MLB are "in dispute" over the
similarities between A-B's corporate logo and the new logo that
appears on the AL umpires' cap, according to REFEREE.  The new
navy caps feature an AL insignia superimposed over a red "A,"
which is similar to the A-B logo.  A spokesperson for New Era Cap
Company, manufacturers of the hat, said as of late-May, the AL
caps are not being sold in retail stores because of the dispute,
adding MLB "has not authorized us to sell the AL umpire hats
because of litigation with Anheuser-Busch over art design of the
hat."  In a statement, an A-B spokesperson said, "The logo for
the American League umpires is similar to our corporate logo.  We
are in discussions with Major League Baseball on how MLB wants to
use that logo.  No legal action is pending" (REFEREE, 7/96

     Montreal Baseball Club Inc. announced yesterday they signed
a sponsorship agreement for the remainder of the '96 season with
Hershey Canada, makers of the Oh Henry! candy bar.  As part of
the deal, Hershey will own an in-stadium ad sign at Olympic
Stadium, located above the fence in left field, near Expos OF
Henry Rodriguez, or "Oh Henry!" as Expos fans call him.  Fans
will be able to buy terrace or general admission tickets at 50%
off with a proof of purchase of a Oh Henry! bar.  The first
15,000 fans to the game will get Expos/Oh Henry! t-shirts and
30,000 samples of Oh Henry! bars will be handed out at the end of
the game.  A deal has also been signed between Hershey and
Rodriguez as part of the partnership (Expos).

     A Bulls win in the NBA finals could translate into record
sales for Logo Athletic, the official NBA Champion locker room
hat.  Logo Athletic GM Eddie White estimates they will sell a
record 450,000 caps with a Bulls win and notes by comparison,
350,000 hats were sold for the Cowboys' Super Bowl victory last
year (Logo Athletic is the official NFL locker room hat).  White
notes a Sonics victory would net the company approximately
225,000 sales.  The popularity of the Bulls could translate into
sales lasting weeks after the final game and White added strong
sales only lasted days after the Cowboys win in last year's Super

     Fila Outdoor Footwear has awarded W.B. Doner & Co.,
Baltimore, its national ad account.  Trade ads will begin this
fall, and consumer ads will begin next year (AD AGE ONLINE,
6/14)....Sports & Recreation Inc. wants to sell 21 parcels of
real estate, including 130.5 acres where it once planned to build
new corporate headquarters.  Sports & Recreation CEO Stephen
Bebis: "We're a retailing company, so we're going to focus our
capital on that, not bricks and mortar" (ST. PETERSBURG TIMES,
6/13)....U.S. Rep. Joe Kennedy (D-MA) introduced legislation
which seeks to ban liquor ads on TV (AD AGE ONLINE, 6/14)....Sun
Time Enterprises, a Clearwater, FL-based company that makes
sports-themed watches and wall clocks, is profiled in the TAMPA
TRIBUNE.  The company has grown from three employees and $250,000
in sales in '90 to 30 employees and $10M in revenue this year
(TAMPA TRIBUNE, 6/14)....With news of Michael Jordan's fragrance
deal with Bijan, the N.Y. DAILY NEWS notes Mark Messier, Troy
Aikman and Shaquille O'Neal all have aftershave deals "in the
works" (N.Y. DAILY NEWS, 6/14)....Choice Hotels, the franchiser
for Comfort Inn and Comfort Suites, has received "dozens of
calls" from guests who complain pitch-man Dennis Rodman doesn't
represent the "values associated with a family-oriented hotel
chain" (WALL STREET JOURNAL, 6/14)....Reebok Int'l will build a
soccer ball manufacturing plant in Pakistan to ensure child
laborers are not used in the production of balls (BOSTON GLOBE,
6/13)....NAT'L SPEED SPORTS NEWS' Chris Economaki notes "With
PPG's presence waning on the IndyCar circuit, everyone is
wondering who the 1997 IndyCar series title sponsor might be"
(NAT'L SPEED SPORT NEWS, 6/12 issue).

     Marriott Int'l, Inc. and the NFL announced that Marriott's
Marquis Events will provide hospitality service for the '97 and
'98 Super Bowls.  Based in Chicago, Marquis Events is Marriott's
newly formed event management and marketing division, and the
upcoming Super Bowls are the group's first major contracts.  For
Super Bowl XXXI in New Orleans, Marquis Events Int'l will manage
NFL hospitality programs at several sites within the Superdome
and at the New Orleans Center.  Marriott will oversee similar
activities at the '98 Super Bowl in San Diego (Marriott).

     The following charts from SRI, Sponsorship Research
International USA, are based on responses of 3,030 from the 1st
quarter of '96 and 2,858 from the 4th quarter of '95.  The first
chart measures the ability to name any sponsor by event, league
and team. The second chart shows SRI's "Power US Sponsorships."
The sample for both is total respondents ages 18 and over from
January through March '96.
     RANK                                    1ST  4TH
     QTR1 QTR4 EVENT                         QTR% QTR%      %+/-
     1    1    NFL Super Bowl52    47         5
     2    2    NFL5044 6
     34NBA4237 5
     4N/ASummer Olympics40N/AN/A
     55NASCAR Series3435-1
     56MLB3432 2
     7N/AWinter Olympics33N/AN/A
     97World Series3130 1
     109NASCAR Teams2828 0
     1110IndyCar Teams2627-1
     1213College Football Bowls    2425-1
     1215College Football2422  2
     1213IndyCar World Series2425  -1
     1519Masters Golf2019 1
     1718Pro Beach Volleyball1820-2
     1721NCAA Final Four1817 1
     1921Pebble Beach Classic17    17         0
     20   21   NHL1517-2
     21   24   World Cup Soccer1315     -2
11Anheuser-Busch/Super Bowl3327 6
     22Anheuser-Busch/NFL2822  6
33Nike/NBA     2421 3
48Anheuser-Busch/World Series1512 3
46Anheuser-Busch/MLB1513  2
4   19 Pepsi-Cola/Super Bowl15 7 8
7   N/ACoca-Cola/Summer Olympics13N/A   N/A
78Nike/NFL Football1312 1
10  N/A McDonald's/Summer Olympics11N/A N/A
11  19Coca-Cola/Super Bowl10 7 3
     11  13Pennzoil/Indy Car Races/Teams 10    8        2
     13  11Reebok/NBA                    9    9         0
     15  19Nike/MLB                      8    7         1
     15  25Anheuser-Busch/NASCAR Series  8    6 2
     15  N/ACoca-Cola/Winter Olympics    8   N/AN/A
     15  37Nike/NCAA Final Four          8    5 3
     15  19Pennzoil/NASCAR Teams/Races   8    7 1
     20  37McDonald's/NFL Super Bowl     7    5  2
     20  26Nike/NFL Super Bowl 7 6 1
     NOTES: Pepsi-Cola's increase of 8% as a sponsor of the Super
Bowl is due to its heavy ad campaign during the game.  Pepsi
scored higher than Coke (15%-10%) as a sponsor of the Super Bowl
even though Coke is an NFL sponsor.     Three sponsorships that
stand out: A-B with the Super Bowl, A-B with the NFL in general,
and Nike with the NBA (THE DAILY).

     Woolworth Corp. shareholders "easily defeated" a proposal to
spin off the company's sports-related stores, which include Foot
Locker and Champs, according to the WALL STREET JOURNAL.  About
85% of the votes cast were against the proposal made by Greenway
Partners LP.  Woolworth management had urged defeat of the
proposal, saying they preferred to expand "sound businesses" like
their athletic-shoe stores (Laura Bird, WALL STREET JOURNAL,
6/14).  Greenway controls 6.1% of Woolworth stock (THE DAILY).