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Volume 24 No. 159
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          SI Senior Writer Jaime Diaz, on endorsement deals in
     golf, following last week's signings of Ernie Els with
     Taylor Made and Steve Brooks with Callaway: "This is a Tiger
     [Woods] related story.  The ceiling has been raised because
     he's playing for Titleist for $20 million for five-years,
     four million a year.  That's unprecedented; that had a
     ripple effect in the whole industry." ("CNN/SI," 1/11).
     ....Denver-based Strategic Marketing International will
     market "GolfWatch," to debut at the Nissan Open in L.A. on
     February 26-March 2 (SMI)....Upper Deck had made plans to
     market a Jeffrey Maier trading card.  Maier is the 12-year
     old fan who caught a disputed homerun during Game 1 of the
     Yankees-Orioles ALCS last fall.  But Maier's parents have
     said no to any plans on a trading card for their son
     (Baltimore SUN, 1/11)....USA TODAY's Melanie Wells profiles
     Kareem Abdul-Jabbar's Coors Light ads, noting that Abdul-
     Jabbar is Muslim and doesn't drink alcohol (USA TODAY,
     1/13)....The Sports Authority dropped 4 1/8 to 17 1/2 Friday
     after an analyst at Alex Brown & Sons cut the firm's fourth
     quarter earning estimates (WALL STREET JOURNAL, 1/13).