MARKETPLACE ROUND-UP

          STAPLED: Staples Exec VP Todd Krasnow said the company's
     recent $100M naming rights deal of the downtown L.A. Arena
     "was a logical outgrowth of sports marketing" that began with
     its sponsorship of the Patriots.  Staples has signage at
     Foxboro Stadium and donates $1,000 in office supplies to a
     local school every week during the NFL season.  The program
     "was so effective," Staples expanded to include a similar
     NFL-wide promo in other local areas.  Krasnow said such
     experiences "in part," convinced Staples to pursue a naming
     deal in L.A. (Chris Reidy, BOSTON GLOBE, 12/5).
          NOTES: adidas AG "is close" to a licensing deal with the
     NFL that would give it rights to at least one team's on-field
     uniforms and sideline clothing (WALL STREET JOURNAL,
     12/5)....CO-based Primestar Partners will run a single, 30-
     second spot during Super Bowl XXXII (AD AGE, 12/5).