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Volume 24 No. 156

Sponsorships Advertising Marketing

          Kerri Strug has signed as spokesperson for the ACE
     Brand of Elastic Health Supports, bandages and braces.  She
     will be featured in ACE Brand advertising and promotional
     programs, and will represent the company at events across
     the U.S. (ACE)....Champion Products and Creadis/HA-LO inked
     a joint deal which gives HA-LO exclusive rights to sell
     branded Champion apparel to the corporate promotional market
     in Canada (Champion)....Steiner Sports Memorabilia has
     signed a deal with the NHL for all autographed and
     unautographed collectibles (Steiner Sports)....PepsiCo
     announced that it has signed a deal with the England and
     Wales Cricket Board to become a global partner of the ICC
     Cricket World Cup.  Pepsi will become a main sponsor of the
     event, held in England in May and June '99, and receive use
     of the Cricket World Cup name and registered trademark in
     brand advertising and promotions, field board signage and
     presence and pouring rights at all stadiums (Pepsi).
          GENERAL: AD AGE's Bradley Johnson reports that Sara Lee
     "complains" that Ball Park Draft, a micro brew sold at
     Jacobs Field, "steps on its trademark for Ball Park Franks"
     (AD AGE, 9/29 issue)....Wilson Sporting Goods Co. announced
     that a NJ Federal Judge has ruled in a patent infringement
     case that 21 of Prince's performance tennis racquets
     infringed Wilson's Hammer patents (Wilson).

          The Indians drank a product made by PepsiCo's AllSport
     this season and displayed their jugs in the dugouts at
     Jacobs Field, according to Sheldon Ocker of the AKRON BEACON
     JOURNAL.  But since Gatorade is an official MLB postseason
     sponsor, its logo will be seen in "every dugout" during
     postseason play.  Ocker adds that Gatorade will also provide
     each team with cups and towels (AKRON BEACON JOURNAL, 9/30).
          CHAN HO! The marketing of Dodgers P Chan Ho Park was
     examined by Jay Greene of the ORANGE COUNTY REGISTER.  Park
     "solidified his status as South Korea's greatest endorser
     last month" when he signed the country's "most lucrative
     marketing deal ever" with Tri Gem Computer Inc.'s Sambo
     computers for $895,000.  Park will earn $2.9M in
     endorsements this year -- "more than 10 times his salary."  
     Greene adds that Park "is so big in South Korea" that Nike
     will use him to market its new Air Franchise shoe, which
     Park debuted on the mound Sunday, and which are marketed by
     other athletes in the U.S. (ORANGE COUNTY REGISTER, 9/28).
          MLB NOTES: Yankees CF Bernie Williams will be the
     spokesperson for MLB International's Pitch, Hit and Run
     Program when it begins in Puerto Rico on November 1 (MLBI).
     ...MLBP and the MLBPA have teamed up with GA-based The Bibb
     Co. for a lineup of bedding coordinates featuring 30 MLB
     All-Stars.  Bibb will also introduce "Grand Slam," a new
     120-count montage of all MLB logos in addition to their line
     of individual team sheets and comforters (MLB).

          The NHL is preparing an ad campaign that promotes its
     tie to the '98 Winter Olympics, while league sponsors "gear
     up to spend" $200M in NHL-themed marketing and media
     programs, according to Jeff Jensen of AD AGE.  NHLE VP/
     Corporate Marketing Ed Horne said that overall sponsorship
     support is up 30% over last season.  NHL sponsors Anheuser-
     Busch; IBM; Nike; Norelco; Quaker State; Wendy's and Coca-
     Cola's Coke, PowerAde and Surge brands will begin "touting
     the new season" in a USA TODAY special section October 3. 
     Jensen notes a TV campaign "is also expected to air by mid-
     October," with a second-wave breaking "closer" to the NHL's
     All-Star Game in January.  The league has signed Russell
     Athletic and Sears, Roebuck & Co. to distribute 18 million
     All-Star Game ballots.  For the NHL's opening weekend in
     Japan, Coca-Cola, IBM and Nike are sponsors and ESPN and
     ESPN2 will broadcast the games (AD AGE, 9/29 issue). 
          COOL STUFF: Jensen adds that the NHL will launch "NHL
     Cool Shots," a weekly, half-hour sports lifestyle show,
     "akin to NBC's 'NBA Inside Stuff,' aimed at the 12-24
     demographic" (AD AGE, 9/29).  "NHL Cool Shots" debuts today
     on Fox Sports Net and RSNs in the U.S. and will be seen on
     TSN in Canada during the first week of the season.  The NHL
     Productions show will be presented by PowerAde (NHL).