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Volume 24 No. 158

Sponsorships Advertising Marketing

     Snickers inked a multi-year deal becoming an Official
Sponsor of MLS as the league's "Official Snack Bar."  The deal
provides Snickers with on-field signage and a role in all youth
programs throughout the league.  Snickers will also be the
uniform sponsor of the Columbus Crew (MLS).  The deal is for
five-years and worth around $6M, according to Terry Lefton of
BRANDWEEK.  Parent company Mars will get one board of field
signage and "logo-adorned" ball boys/girls at every game.  TV was
not included in the package.  Although much of the first season
is over, Mars' MLS promos "are unlikely until next year, though
it may float an effort pegged to the MLS championship"
(BRANDWEEK, 7/22).

     British Open Champion Tom Lehman, who is represented by his
brother, Jim, already is paid seven figures for his endorsement
deals.  But Jim Lehman added that Sunday's win means Tom will
"receive big bonuses" from sponsors Dockers and Middle Taylor.
Jim Lehman: "His contract with these two sponsors expires in the
middle of 1997, and winning the major will give him leverage in
the negotiations" (Sid Hartman, Minneapolis STAR TRIBUNE, 7/23).
This week's GOLFWEEK's "Cover Story" examines how Steve Jones has
turned down several lucrative offers since his U.S. Open win to
concentrate on long-term opportunities.  Jones didn't even have
an agent six months ago, but has signed with International Sports
Management.  Jones: "All these business opportunities ... they're
nice, but I'm not going to change because I won the U.S. Open"
(GOLFWEEK, 7/20).
     NEWS & NOTES:  Cobra Golf plans to begin shipping its new
King Cobra II oversize irons October 1 (GOLF WORLD,
7/19)....First shipments for Tommy Armour's new Ti/100 irons are
planned for next month.  A national ad campaign, including
several TV spots during the PGA Championship, will promote the
clubs -- reportedly the first to be made of 100% pure titanium.
Tommy Armour VP/Marketing John Krzynowek:  "Our goal is to
dominate the entire category so when people think of titanium
irons, they think of Armour" (GOLF WORLD, 7/19)....Despite
costing $3 each, sales of Top-Flite's new Strata balls are so
"brisk" the company hopes its market share in high-end balls will
jump 20-30% by next summer -- overtaking Titleist (BUSINESS WEEK,
7/29 issue)....Women's apparel maker Liz Claiborne signed with
PA-based Charles Sakmann Golf Co. to market and distribute
LizGolf's spring '97 collection in beginning late August (GOLF
WORLD, 7/19). ....Plans call for Lynx Golf to be listed on a
major Canadian exchange later (reportedly Toronto) this year and
on a U.S. exchange next year (GOLF WORLD, 7/19)....Giant Eagle's
deal to assume title sponsorship of the Youngstown-Warren LPGA
Classic leaves just two LPGA events -- the Corning Classic and
the Rochester Int'l -- without title sponsors (GOLFWEEK, 7/20
issue).

     Saint Andrews Golf Corp. of Las Vegas announced a long-term
lease development for the company's All-American SportsPark
project in Las Vegas.  The company is currently negotiating with
major brand tenants and corporate sponsors for the 65-acre site
(Saint Andrews)....Wilson Racquet Sports will run a national demo
program for their Stretch tennis rackets.  Between now and August
15, any consumer who demos a Stretch racquet at a Wilson dealer
can enter a national sweepstakes, with the winner going to the
U.S. Open (Wilson)....The WALL STREET JOURNAL reports "more
sweeping change" at Leo Burnett.  The first move was naming
Michael Conrad as Vice Chair and co-Chief Creative Officer.
Reasons are the "embarrassing" foul-up of miscalculating ad
spending for McDonald's and the "heat" on Philip Morris over
restriction of cigarette ads (WALL STREET JOURNAL, 7/22).

     Mattel will be the toy licensee of Disney's new animated TV
series, "Mighty Ducks," in which the NHL hopes to "expand its
popularity among the under-12 set," according to Terry Lefton at
BRANDWEEK.  Mattel's involvement is "possibly the first step in a
more comprehensive licensing agreement" with the NHL.  Sources
say the show "will receive additional support" from a McDonald's
promo in February.  The NHL also has "additional plans for a
live-action show aimed at preteens" (BRANDWEEK, 7/22 issue).
     IN OTHER NEWS:  A well-placed MLB source says Disney plans
to change the name of the Angels to "The Mighty Angels of
Anaheim." ... Champion's exclusive NBA on-court apparel deal
looks as though it will end after next season.  Sources say the
NBA is negotiating with a number of "rival licensees," most
notably Nike, Reebok and Starter. ... Former Apex President/CEO
Michael Lewis has left ISI  to form another NJ-based sports
marketing company in Montclair, called Scandia Worldwide.
Joining Lewis are two other ISI execs, Nick DeBillis and Mike
Ornstein.  Andy Evans, head of Scandia Racing, will serve as
Chair.  Lewis said the firm will "leverage Ornstein's extensive
player contacts to get into athlete and celebrity management, and
specialize in integrating technology with sports marketing."
Lewis:  "It's not an industry that's very technically advanced
and we'd like to change that" (Terry Lefton, BRANDWEEK, 7/22).

     Nike "rebuffed" attempts by Rev. Jesse Jackson to tour one
of its Indonesian shoe factories, saying it didn't want to give
him a "bully pulpit" to attack the company.  Jackson is visiting
the country to examine the working conditions in foreign
companies.  Nike's rejection "contrasted sharply" to the response
of Reebok, which flew an executive to Jakarta to give Jackson a
factory tour.  In a letter, Nike's int'l trade counsel, Brad
Figel, said the company allow "unbiased observers" to visit its
facilities frequently.  Figel continued, "Unfortunately, our
previous experience with the Rainbow Coalition leads us to
believe that your visit would lack that unbiased approach"
(AP/RICHMOND TIMES-DISPATCH, 7/21).  BUSINESS WEEK visited
factories run by Nike's Taiwanese, South Korean and Indonesian
subcontractors.  Despite some improvement, Nike "still has a long
way to go before it lives up to its stated goal of providing a
fair environment for all."  Mark Clifford notes, "Although Nike's
image is that of an on-the-edge rebel that likes to tweak
authority, it has not challenged the Indonesian government.  As
rumblings from workers grow louder, Nike would do well to be as
much of a trendsetter in labor as it is in footwear fashion"
(BUSINESS WEEK, 7/29).