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Volume 24 No. 117
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          SPONSORSHIP: NC-based Sports Media Challenge issued its
     '97 Sports Sponsorship Survey, which showed less than half,
     47%, of sponsors who responded had moral clauses in their
     contracts with endorsers.  In addition, 40% had no clauses,
     and 13% weren't sure.  The study also concluded there isn't
     an "overwhelming preference" for pro athletes as endorsers,
     as 52% of sponsors favored pros, but 47% liked Olympic and
     college athletes and minor leaguers (Sports Media).
          THE CARS: IL-based Racing Champions Corp. announced the
     addition of Terry Labonte as a company spokesperson, joining
     Bill Elliott (Racing Champions)....Roush Racing announced
     that Primestar Partners will be returning as the primary
     sponsor on its No. 16 Ford Taurus, driven by Ted Musgrave,
     in '98 NASCAR Winston Cup Series competition (NASCAR).
     ...AZ-based Action Performance Companies has extended its
     licensing deal with Hendrick Motorsports for the
     merchandising rights to the NASCAR teams and cars driven by
     Terry Labonte and Ricky Craven (Action Performance).
          NOTES: Natalie Williams, of the ABL's Portland Power,
     has signed on as a spokesperson for CA-based MET-Rx
     Engineered Nutrition, makers of nutritionally engineered
     foods (MET-Rx)....Nike, PepsiCo and Sega have signed on as
     sponsors of the MTV Sports and Music Festival that will air
     on MTV November 7-9 (CABLE WORLD, 10/20 issue).