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Volume 24 No. 112

Sponsorships Advertising Marketing

          PA-based AND 1 is profiled by Stan Hochman of the
     PHILADELPHIA DAILY NEWS.  AND 1 CEO Seth Berger "is baffled
     by the NBA edict that shorts must end at least" one inch
     above the knee.  Berger: "Kids want their shorts long, big
     and baggy.  We make ours big and baggy, L, XL, XXL, which
     are extra long, over the knee."  Hochman writes that AND 1,
     which did $30M worth of business last year, started out
     manufacturing T-shirts, emblazoned with trash talk.  Berger,
     on fashion trends: "We spend all our time anticipating the
     next trend.  Our new product people are not just trying to
     figure out what's cool today, but what's cool a year from
     today.  Which is why we continue to play ball, to hang out
     with young players, to bring young players into the company,
     so we can continue to be on the edge. ... Lots of trends
     start with kids."  NBA Senior VP/Basketball Operations Rod
     Thorn, asked about the league's shorts edict: "Fashions come
     and go. ... We can't have two guys wearing shorts hanging
     down to the calf, two others wearing 'em to the knee,
     another guy below the knee" (PHILA. DAILY NEWS, 12/11).

          Under a long-term contract that is "about as exclusive
     as deals get," Callaway Golf has Annika Sorenstam "under
     virtual lock and key endorsement wise," according to Lynn
     Henning of GOLFWEEK.  As a result, following Sorenstam's win
     last month at the LPGA Tour Championship, at which she used
     the new Maxfli Revolution ball, "no one saw any" Maxfli
     campaign mentioning Sorenstam.  Under Callaway's deal with
     Sorenstam "no other company is permitted" to use her name or
     likeness "in any promotion."  However, even without name and
     likeness rights, "affiliation" opportunities exist for
     companies interested in Sorenstam, and Henning mentions
     shoes, gloves and balls as equipment areas "unofficially up
     for bids."  At the Tour Championship, in addition to playing
     the Maxfli balls, Sorenstam wore Nike shoes and Callaway
     gloves.  Sorenstam, who previously had a ball relationship
     with Titleist/Foot Joy, "has not received compensation" for
     using Maxfli.  IMG's player rep Mark Henning, which handles
     her endorsements said, "If someone is going to compensate
     her ... and not insist upon name and likeness rights, we'll
     listen.  At the same time, we're very cognizant of the
     Callaway relationship" (GOLFWEEK, 12/6 issue). 

          VT-based Fuse Sports Marketing will join the on-site
     media staff at the Bud Light U.S. Snowboarding Grand Prix to
     provide snowboarding media assistance for journalists
     covering the event.  Fuse has also been retained by The U.S.
     Ski and Snowboard Association to provide media and marketing
     consultation (Fuse)....The AZ Maricopa County Sports
     Commission (MCSC) has signed sponsorship agreements with six
     Valley corporations to become MCSC's exclusive "Gold"
     partners.  Among the six Gold partners are Fox Sports AZ,
     Cox Communications, Enterprise Rent-a-Car, and the Greater
     Phoenix Economic Council.  Partners receive TV exposure,
     print and outdoor signage, participation in MCSC events
     throughout the year and exposure on all MCSC materials, both
     locally and nationally (MCSC).  In AZ, Ilana Ruber reports
     that the six Gold sponsors "are doling out at least" $10,000
     each (ARIZONA BUSINESS JOURNAL, 12/8 issue)....The USOC has
     extended its relationship with Allsport Photography as the
     official photographers of the USOC through 2004 (Allsport). 

          THE DAILY continues its feature on the shoes worn by     NBA players with a look at Converse.  After the company's     recent dismissal of Latrell Sprewell, Converse now provides     shoes for 15 NBA players, or 4% of the league (THE DAILY).
CONVERSE
PLAYER
MODEL
SIZE
 
PLAYER
MODEL
SIZE
Dennis Rodman A-S Legend
14
Larry Johnson Legend
17
Bruce Bowen Legend
14.5
Brevin Knight Legend
11.5
Michael Cage Legend
15
Tim Legler Legend
14
Emanuel Davis Legend
13.5
Anthony Mason Legend
15
Felton Spencer Legend
14
Jacque Vaughn Legend
11
Carl Herrera Legend
15
Ben Wallace Legend
14
Bobby Jackson Legend
12
Joe Wolf Legend
16
Kevin Johnson Legend
12