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ENGLISH SOCCER APPAREL CONTRACT DRAWING ALL KITS OF CONCERN

          After its current deal with Umbro expires in '99,
     whoever wins the English Football Association's (EFA)
     apparel sponsorship "will have earned a notable victory in
     the battle between the world's biggest sportswear companies
     to sponsor sport's top national and club teams," according
     to Patrick Harverson of the FINANCIAL TIMES.  The winner
     "will also have been forced to pay through the nose for the
     privilege," since the value of soccer sponsorship deals have
     "risen to stratospheric levels in the past year."  The EFA
     is "expecting to increase its income from kit sponsorship at
     least fivefold" after its Umbro deal expires in '99.  The
     competition is between Umbro, Nike, adidas, Reebok, Fila,
     Pony "and many others below them," with "the favourites"
     being Nike, Umbro and the "much smaller" Admiral brand,
     owned by UK-based Hay & Robertson (FINANCIAL TIMES, 11/2).

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