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Volume 24 No. 157
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          MasterCard and PepsiCo will each sponsor a million-
     dollar shot promo, according to Terry Lefton of BRANDWEEK. 
     MasterCard's million-dollar shot will take place during Game
     Four of the Stanley Cup Finals June 10, on Fox.  The promo
     includes a Fox TV buy and "replaces" MasterCard's
     sponsorship of a Stanley Cup luncheon as its "major" Stanley
     Cup promo.  PepsiCo's million-dollar shot will take place at
     halftime of a September MLS game, but its promo will take
     place in all ten MLS markets (BRANDWEEK, 3/17).   
          TAP THE HEISMAN: Coors will run a promo tied to the
     Heisman Trophy, which it will leverage with a Labor Day
     sweepstakes, "and possible football-themed packaging on its
     core brand."  There may also be football-shaped bottles, "a
     la Coors bat-shaped bottles" due out later this year,
     "although one Coors wholesaler said that concept had been
     floated and then discarded" (BRANDWEEK 3/17 issue).
          NOTES: Burger King and the NHLPA will team for a
     collector's puck promo over the next month at restaurants in
     Denver, Pittsburgh and Detroit.  Fotoball USA, San Diego,
     handles....Conde Nast reached a deal with the WNBA for 8-12
     page advetorials in the July issues of Glamour and Self
     magazines....Advantage Int'l will handle marketing for
     Roller Hockey Int'l.  Advantage's Harlan Stone called a
     national TV deal a "top" priority....The Beanstalk Group,
     NY, will handle retail and licensing rights for USTA and
     U.S. Open merchandise (BRANDWEEK, 3/17).