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Volume 24 No. 156

Sponsorships Advertising Marketing

          Joyce Julius and Associates has estimated that during
     Tiger Woods' play at The Masters, Nike's logo was "visible
     onscreen during CBS' Sunday coverage for 16 minutes and 31
     seconds," according to Michael Hiestand of USA TODAY.  It
     also was seen for about another 18 seconds on Earl Woods. 
     Hiestand: "Based on an estimate of the cost of CBS' paid TV
     ads, that loosely translates to $1,685,000 in on-air Nike
     exposure" (USA TODAY, 4/17).  In S.F., Tim Keown writes on
     Woods under the header, "Tiger Woods Won't Fight For A
     Cause."  Keown notes the day after his Masters win, Woods
     opened two new All-Star Cafes: "Welcome to sports in the
     1990s.  Check your social conscious at the door. ... If
     Woods suddenly starts speaking out against the racism
     inherent in country clubs and board rooms, if he starts
     demanding that the places he play not exclude minorities,
     how long do you think Titleist will keep him on the
     payroll?" (S.F. CHRONICLE, 4/17).
          TEE BOX: Callaway Golf reported net sales of $169.1M
     for the first quarter ended March 31, an increase of 25%
     over net sales from the same period last year.  Net income
     increased 26% to $24.5M (Callaway Golf).  CNBC noted that
     Callaway shares gained 21% to $.34/share in the first
     quarter, $.01 above estimates and $.04 higher than a year
     ago ("Market Wrap," CNBC, 4/16)....Wilson Sporting Goods CEO
     Jim Baugh's efforts in "reviving Wilson's ailing golf
     division" are examined by Janet Kidd Stewart in the CHICAGO
     SUN-TIMES.  In recent months, Wilson "has cut its Chicago
     staff by 64 people (19 percent), introduced new products and
     been the subject of industry speculation about a potential
     spinoff from its Finnish parent company, Amer Group."  Baugh
     is "charging ahead," adding, "I'm hoping for two to three
     percentage points [market share] in each category, minimum. 
     I know the brand will support much more with the right
     products."  Kidd Stewart notes there are no plans for Wilson
     endorser John Daly until "his health improves" after alcohol
     rehabilitation (CHICAGO SUN-TIMES, 4/17).

          Taco Bell spokesperson Amy Sherwood said that there are
     "no plans to alter or cancel" their current ad campaign,
     starring Shaquille O'Neal, despite complaints that the ads
     are "insensitive."  In the ads, O'Neal repeatedly tilts his
     neck from the result of eating too many tacos.  The National
     Spasmodic Torticollis Association, which represents
     sufferers of the neurological disorder, spasmodic
     torticollis, says the ads "make light" of the disorder and
     want a toll-free number to get information on the disease
     included in the ad (USA TODAY, 4/17)....Boston-based Woolf
     Associates and Citizens Bank introduced a promotional
     partnership program with the Red Sox' Tim Naehring, his
     "Athletes Reaching Out Foundation" (ARO) and Citizens Bank
     that will run into the year 2000.  Naehring will become the
     official spokesperson for the bank, and be featured in ads,
     promos and PR programs (Woolf Assoc.)....Scott Sports Group,
     the company that brought CO-based Schwinn Cycling & Fitness
     out of bankruptcy four years ago, is putting the bicycle
     maker up for sale.  Schwinn VP/Marketing Greg Bagni: "We're
     in a very competitive business, so we're going to be very
     selective about who we talk to" (ROCKY MOUNTAIN NEWS,
     4/16)....Wilson Sporting Goods has become the Official Game
     Ball sponsor of the WPVA (Wilson Sporting Goods).

          The National Soccer Alliance (NSA) announced that NY-
     based New Century Sports, a sports strategy, marketing, and
     athlete rep firm will coordinate overall league development
     for the new women's soccer league set to debut in '98.  The
     sales and marketing consulting firm of NY-based Fusion --
     The Sports Company will sell corporate sponsorships for the
     new league.  NY-based SME Design will be handle the league's
     identity and the NSA hopes to unveil a league logo within
     the next several weeks.  NY-based Dewey Ballantine will
     handle all aspects of the NSA's legal affairs (NSA).

          Red Wing fans David and Marc Kellman, of Oakland
     County, MI, are the designers of the "Wing Nut," a hat
     shaped like an actual wing nut, according to Tom Greenwood
     of the DETROIT NEWS.  "Wing Nut" is a takeoff of the
     "Cheesehead" made famous by Packers fans.  The Kellmans have
     contracted MI-based Industrial Foam to manufacture the hat
     in time for the playoffs and they have a patent for "Wing
     Nut," which is now being sold at JCPenney, Sears, Champs and
     Jumbo Sports.  David Kellman: "We've manufactured about
     3,500 of the hats, and have sold at least 1,000 of them from
     anywhere from $19 to $25."  The hats say "right wing" on one
     side and "left wing" on the other, corresponding to the
     positions in hockey.  They are available by calling toll
     free at 1-888-A-Wingnut (DETROIT NEWS, 4/17).

          Chicago-area Subway restaurant operators will kick-off
     a promotion linked to the Bulls beginning May 1, according
     to George Lazarus of the CHICAGO TRIBUNE.  Chicago-based Hal
     Riney & Partners Heartland created the promo for 382
     participating area Subway stores, which includes red Bulls'
     helmets with seven-inch horns available at Subway stores for
     $3.99.  Subway proprietors are "hoping that customers will
     buy a 'fresh value meal' being promoted with the helmets." 
     The plastic helmets will also be distributed free during one
     of the Bulls' playoff games in May, to the first 15,000 fans
     entering United Center.  Lazarus: "These helmets -- 400,000
     have already been ordered -- may well remind fans of the
     'cheeseheads' worn by Green Bay Packers and University of
     Wisconsin worshipers."  Promos during the campaign feature
     the tagline, "Wear The Horns" (CHICAGO TRIBUNE, 4/16).

          KY-based Valvoline will maintain a "major presence" at
     the Indianapolis 500 on May 25, but the "longtime sponsor
     will not have a red, white and blue car in the starting
     lineup," according to Robin Miller of the INDIANAPOLIS STAR-
     NEWS.  Valvoline Marketing Dir Mark Coughlin: "With all the
     engine problems, it's hard to pick a horse in this race and
     there is really no handicapping them.  I couldn't make a
     recommendation of any team that would have a reasonable
     chance of finishing -- let alone winning."  Valvoline is in
     the final year of its "seven-figure deal" with ABC, and will
     receive 34 TV spots, including 16 during Sunday's race. 
     Valvoline will additionally spend "six figures" at Indy on
     contingency prizes and also supply the "majority" of the
     teams with automotive lubricants (STAR-NEWS, 4/15). 
          AROUND THE TRACK: NASCAR driver Rusty Wallace is
     apologizing for his role "in triggering the dip" in shares
     of Speedway Motorsports after he called for a "total
     reconstruction" of the Texas Motor Speedway during the
     Interstate Batteries 500, according to Liz Clarke of the
     DALLAS MORNING NEWS.  Wallace: "I heard the stock took a
     $10-million plunge over my verbiage of saying it needed a
     major reconstruction, which is not the right thing to say." 
     According to calculations by Breck Wheeler, a stock analyst
     at J.C. Bradford & Co., the value of outstanding shares in
     Speedway Motorsports "actually dropped" $26.3M after the
     race.  Wheeler said it was "unfair to pin the drop on
     Wallace," but added, "I certainly fielded some calls
     relative to people concerned about the track because they
     had read in the sports pages that drivers didn't like it"
     (DALLAS MORNING NEWS, 4/16)....Food Lion, the official
     supermarket of NASCAR, is sponsoring a festival for race
     fans in nine cities on the '97 Winston Cup series.  The Food
     Lion SuperFan Race Festival debuts this month featuring an
     interactive, mini-race festival with race simulators, show
     cars and race-themed exhibits and displays (Food Lion).