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Volume 24 No. 158

Sponsorships Advertising Marketing

          Bucs RB Warrick Dunn has signed a multiyear deal with
     FL-based Checkers Drive-in Restaurants and will be involved
     in a variety of promotions, projects and events.  Dunn will
     appear in TV, print and other media promos and advertising,
     as well as make appearances on behalf of the company.  The
     deal was handled by NJ-based ISI, Dunn's marketing agency
     (Checkers).  In Tampa, Dave Simanoff reports that Dunn will
     play a large role in Checkers' "push into the community." 
     Checkers Senior Marketing Dir Donald Young: "It's been a
     while since Checkers has been involved in the community. 
     (Signing Dunn) is a first step to getting back involved."
     Young said that Dunn-related marketing will be seen only in
     the Tampa Bay "and possibly Orlando" areas, but if the
     promos are successful the company "may hire local athletes
     in its other markets" (Tampa Bay BUSINESS JOURNAL, 11/17). 

          The following is Nielsen Sports Marketing Service's     spotlight series on sports sponsorships.  The first chart     indicates the Top 20 sports advertisers ($000) in total     expenditures during the first half of '97 (January-June),     followed by the Top 10 national estimated expenditures by     sport ($000) for the same period (THE DAILY):            
TOP 20 LEADING SPORTS ADVERTISERS ($000)
COMPANY
TOTAL
COMPANY
TOTAL
Anheuser-Busch
$86,403.87
PepsiCo.
$31,828.98
Chevrolet Motor
62,676.97
Proctor & Gamble
30,712.75
Miller Brewing
60,981.66
American Honda
28,737.79
Nike
53,892.63
Chrysler/Plymouth
26,801.64
AT&T
42,454.29
Visa International
25,945.77
McDonald's
39,219.60
Coca-Cola
25,314.61
Ford Motor
36,269.11
American Express
24,085.23
Nissan Motor
35,179.94
Pizza Hut
22,142.67
Dodge Car-Truck
34,054.18
M&M/Mars
22,064.20
MCI Communications
32,622.27
Toyota Motor Sales
19,352.47
TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)
SPORT
TOTAL
NETWORK
CABLE
SYNDICATE
NBA
$475,489.30
$318,079.50
$157,409.80
College Basketball
347,380.70
50,107.90
297,272.80
NFL
188,890.10
1,117.00
187,773.10
Pro Golf
185,808.25
115,889.60
69,918.65
Motor Sports
145,835.15
66,154.90
79,680.25
Sports Commentary
127,895.80
47,661.60
80,234.20
NHL
121,991.73
46,077.80
75,913.93
Sports Anthology
103,024.17
31,445.10
70,762.87
816.2
College Football
80,482.10
2,601.70
77,880.40
Wrestling
53,966.54
13,657.30
12,962.07
27,347.17

          SCHOOL DAZE: UNC-CH professor Pete Andrews, who was
     invited to attend a Nike sponsored trip to Asia to visit the
     company's contracted factories, said the trip would be
     valuable if the school "sends workplace experts."  Andrews:
     "I'm not interested in going at Nike's expense and seeing
     what they want me to see.  If we're going to do this, we
     need to do it right" (AP/CHARLOTTE OBSERVER, 11/19).
     ...Collegiate logo sales were profiled in the DETROIT FREE
     PRESS.  Sales have been "a major money-maker" at the Univ.
     of Michigan, which collects $4.65M annually in royalties,
     and at Michigan State, which brings in "about" $900,000
     annually (DETROIT FREE PRESS, 11/18)....The FL Citrus
     Commission "appears ready" to cancel its 15-year sponsorship
     of Orlando's Comp-USA Citrus Bowl.  The commission will vote
     on the issue in January (ORLANDO BUSINESS JOURNAL, 11/17).
          MEDIA: NY-based Wieden & Kennedy unveiled "Round V" of
     its ESPN "SportsCenter" campaign, consisting of 11 new spots
     (ADWEEK, 11/17 issue)....Chicago-based Intersport Television
     will produce The State Farm Women's Basketball Hall of Fame
     Tip-Off Classic this Sunday, live on ESPN (Intersport).
     ...For the third consecutive year, Paine Webber will be the
     exclusive title sponsor of Raycom Sports' 28 game college
     basketball schedule on ABC (Raycom Sports).
          BOWLARAMA: OH-based Brunswick has committed more than
     $3.1M to the PBA Tour over the next three years and will
     become an official sponsor of the PBA (PBA).  In addition,
     Brunswick Indoor Recreation Group has signed a three-year
     deal with Strike Ten Entertainment, to serve as the
     presenting sponsor of the Nat'l Intercollegiate Bowling
     Championships, April 15-18 (Strike Ten). 
          DEALS: Tang has signed on as the title sponsor for
     Schwinn's BMX Freestyle Team, which will compete as the
     Schwinn Tang BMX Freestyle Team for '98 (Schwinn)....OR-
     based Fred Meyer has become a World Partner and the official
     retail food store of the '98 Nike World Masters Games in
     Portland, OR, from August 9-22.  Fred Meyer will begin
     carrying Nike World Masters Games merchandise this week
     (Fred Meyer)....The AHL signed a three-year deal with In
     Glas Co Corp. to make it the official puck of the AHL (AHL).

          Jeff Gordon has signed a multiyear deal with the
     William Morris Agency for representation in all areas of
     entertainment, including personal endorsement, publishing
     and image-based marketing.  WMA's Raul Mateu will spearhead
     the team of agents working with Gordon.  Gordon's racing-
     related activities with regard to merchandising and
     licensing will continue to be handled by JG Motorsports,
     while Gordon's racing-related media duties will remain with
     NC-based Performance PR Plus (William Morris Agency).
          HOT WHEELS: NFLPA's Players Inc has entered into an
     integrated sponsorship and marketing partnership with Petty
     Enterprises, PE2, the Richard Petty Driving Experience, and
     related Petty and PE2 sponsors.  The Players Inc name and
     logo will appear as an associate sponsor on certain Petty
     cars and its Craftsman Truck.  Players Inc will also be a
     part of all Petty and PE2 business units including the Petty
     driving schools (Players Inc)....CART Licensed Products
     inked IA-based Ertl Co. to produce collectible die-cast
     metal replicas of PPG CART World Series cars (CART).

          Bugle Boy has signed golfer Paul Stankowski to a long-
     term endorsement contract.  Under his new deal with Bugle
     Boy, which takes effect January 1, Stankowski will wear
     merchandise from Bugle Boy's golf collections during pro
     golf events.  He will also appear in Bugle Boy advertising
     and other promo materials wearing both active and casual
     apparel (Bugle Boy).  Stankowski exercised out of his two-
     year deal with Tommy Bahama after one year (THE DAILY).
          TAKING ITS TOLLE: Tommy Armour Golf has signed Tommy
     Tolles to play its 845s irons (Tommy Armour).

          The current SGB features its second-annual market-by-     market look at the sporting goods industry, which includes a     breakdown of the top vendors in certain categories and their     projected U.S. sales for this year.  THE DAILY continues to     highlight some of these numbers: Today, we focus on the Top     20 Active Apparel Companies.  NOTE: '97 projected sales are     industry estimates (SPORTING GOODS BUSINESS, 11/10 issue).                               
TOP 20 ACTIVE APPAREL COMPANIES
COMPANY
PROJ. '97 SALES
% +/- FROM '96
COMPANY
PROJ. '97 SALES
% +/- FROM '96
Nike
$1.6B
+33%
Jacques Moret
$81M
0%
Russell
$1.12B
0%
Tyr Sport
$75M
+35%
Champion USA
$508M
+13%
Umbro
$55M
-10%
Reebok
$384M
+20%
Starter
$45M
+10%
adidas
$367M
+50%
Weekend Exerc.
$40M
0%
Auth. Fitness
$323M
+99%
Pearl Izumi
$30M
+25%
Fila
$186M
-18%
And 1
$21M
+75%
Discus Athlet
ic $140M
+40%
Active Apparel
$20M
+12%
Danskin
$91M
+10%
InSport
$18M
+9%
M.J. Soffe
$84M
0%
Coed Sportswear
$14M
-20%