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Volume 24 No. 113

Sponsorships Advertising Marketing

          Carquest Corp. "has ended its relationship with Raycom
     Sports as the title sponsor" of the Carquest Bowl at Pro
     Player Stadium, according to Craig Barnes of the Ft.
     Lauderdale SUN-SENTINEL.  Carquest, which became the bowl's
     title sponsor in '94, "plans to pursue other sports
     sponsorship opportunities."  Turner Sports recently signed a
     three-year extension to televise the game, which has a total
     guaranteed payout of $1.5M.  The bowl has an agreement at
     Pro Player through 2001.  Barnes adds that Raycom "is
     dedicated to maintaining the game" (SUN-SENTINEL, 1/23).
     

          Classic Sports Network by ESPN has chosen Wieden &
     Kennedy, N.Y., to develop its national branding campaign. 
     Billings were not disclosed (Classic Sports).  AD AGE
     reports that the campaign, slated to break in March, will
     consist of TV, print and out-of-home media (AD AGE, 1/22).
          RICK TO STICK: "The Rick," a grassroots trade campaign
     created to promote ESPNEWS, has led to a national campaign
     that will run on ESPN and ESPN2 beginning later this month. 
     "The Rick" spots, about a sports enthusiast who craves
     ESPNEWS, will also run on the ESPN Radio Network (ESPN).

          The NBA and Gatorade announced an all-encompassing
     partnership renewal that adds Gatorade support to its
     existing sponsorship agreement.  The new pact, which runs
     through 2002, gains Gatorade participatory rights to the NBA
     Jam Van and NBA 2ball.  Gatorade will also be the title
     sponsor of Virtual GM, the NBA's on-line fantasy game.  In
     Canada, Gatorade will sponsor Future Hoops, supporting
     basketball programs across Canada, and Canada Hoop-it-Up. 
     Gatorade will also advertise on NBA telecasts and will
     sponsor the Gatorade Court of Dreams and "Jam With a Legend"
     at the NBA Jam Session during NBA All-Star weekend (NBA).
          DEAL: Mattel has been officially granted the licenses
     for the exclusive rights to produce basketball-themed toys
     bearing the marks of the NBA, WNBA and USA Basketball (NBA).
                                                                 

          N.C. State has "temporarily ditched" adidas sneakers
     for Nike following three foot injuries to Wolfpack players,
     according to Caulton Tudor of the Raleigh NEWS & OBSERVER. 
     Coach Herb Sendek, who "has a lucrative contract with
     adidas," did not blame the injuries on the shoes, but said
     that N.C. State is likely to wear Nikes until mid-February,
     when adidas "is scheduled to ship a new model."  Sendek:
     "[W]e couldn't find any pattern to the injuries ... but this
     [changing to Nike] is something we want to try at least for
     a while.  We contacted adidas, and they want to do what's
     best for the players."  adidas Dir of Sports Promotions
     Sonny Vaccaro said that Sendek's salary will not be affected
     as a result of the switch.  Tudor: "Players at some schools
     that wear Nike -- Duke, Kansas, Georgetown -- have suffered
     similar injuries" (Raleigh NEWS & OBSERVER, 1/21).

          In N.Y., Phil Mushnick reports that MSG is negotiating
     with Yankees Owner George Steinbrenner to become the
     exclusive sales rep of commercial signage in Yankee Stadium. 
     Such a deal "would enhance the value of advertising packages
     sold by MSG Network while excluding non-MSG advertisers from
     appearing on MSG's Yankees telecasts via the made-for-TV
     rotating billboard at the backstop" (N.Y. POST, 1/23).
     ....In addition to his Premier Management Group, Former IMS
     President Bill Donaldson has started his own firm called DBM
     that will do work related to licensing or distribution of
     merchandise (INDY STAR-NEWS, 1/23)....Among the 10 boards
     that President Clinton aide Vernon Jordan sits on are Sara
     Lee, AmEx, JCPenney and Callaway Golf ("Moneyline," 1/22).

          The NHLPA will be an associate sponsor for McCormack
     Motorsports during the IRL '98 season.  The NHLPA's logo
     will be featured on McCormack's Oldsmobile Aurora at the
     Disney World Speedway for the Indy 200 this weekend. This is
     NHLPA's first foray into auto racing (NHLPA).
          DEAR MR. FANTASY: The NHL announced that more than
     55,000 fans visited the NHL's Pinnacle/NHL FANtasy theme
     park in Vancouver, from January 14-18 (NHL).

          According to MD-based Eisner & Associates Advertising's
     annual study, 7% of U.S. adults will watch the Super Bowl
     "just" to see the ads.  That has jumped from 4% in '97 and
     means over 10,000,000 people watch the Super Bowl solely to
     see the commercials.  The study also found that those paying
     more attention to the ads, even if the contest is decided
     early, have increased from 51% in '97 to 55% in '98.  Of the
     expected viewers, 22% will watch many (36-58) of the 58
     Super Bowl ads; 23% will watch some (16-35); 22% will not
     watch many (1-15); and 33% will not watch any of the 58 ads
     or not watch the game at all.  The study was conducted among
     1,000 households nationwide after the Super Bowl teams were
     determined and has a 3.5% margin of error (Eisner & Assoc).
          SUPER SUNDAY: The 30-plus Super Bowl advertisers will
     pay $43,333 for each second of ad time during Sunday's
     broadcast, according to Stuart Elliott of the N.Y. TIMES. 
     Elliott reports that "mainstays" like automakers, fast food
     and sneaker companies, "are giving way to an unconventional
     combination of advertisers high and low," including computer
     chips and software, telecom products and services, Internet
     shopping and satellite TV equipment (N.Y. TIMES, 1/23).  In
     Boston, Chris Reidy writes "there seems to be no overarching
     theme" to this year's ads (BOSTON GLOBE, 1/23).  MSNBC's
     Keith Olbermann, juxtaposing the Super Bowl to the events
     involving President Clinton: "Hello, good evening, and
     welcome from San Diego, site of a decreasingly relevant
     Super Bowl XXXII come this Sunday" ("The Big Show," 1/22).  
          THE PLAYERS: In Orlando, Jim Abbott reports some of
     this year's "most anticipated spots" are A-B's Louie the
     Lizard plotting to rid the world of the Budweiser frogs;
     Pepsi's Gen-X body-piercing spot and a gnat doing a Mick
     Jagger impersonation for Pepsi's Lipton Brisk iced tea; and
     Nike's "The Evolution of Skin" featuring "seemingly naked
     images of" Lisa Leslie, David Robinson and Michael Johnson
     (ORLANDO SENTINEL, 1/23)....CA-based Pocket Pump owners Rob
     Lange and Chuck Davey will show off their invention, via a
     30-second spot, courtesy of Mail Boxes Etc.'s "See Your
     Small Business on the Super Bowl Search" contest.  The
     Pocket Pump is an air pump designed to inflate sports balls
     (THE DAILY)....In Atlanta, Mickey Gramig reports that Coca-
     Cola is "spreading its Super Bowl ad dollars across the
     globe through sponsorship of MTV's 'Rock-N-Jock' Super Bowl
     weekend programming."  The MTV event, "designed to reach
     teenagers not tuned in to the game, will feature more than"
     30 spots featuring Coca-Cola products (ATLANTA CONSTITUTION,
     1/23)....CA-based Auto-By-Tel returns after running a spot
     last year.  Auto-By-Tel CEO Pete Ellis: "Our business
     increased by about 50% and that never dropped below that
     number.  We had a big bump in business" (CNBC, 1/22).


          Some former NFL players and coaches "rake in more than
     $100,000 attending corporate cocktails and celebrity golf
     outings during Super Bowl week," according to Stefan Fatsis
     of the WALL STREET JOURNAL.  George Seifert was paid $10,000
     by Visa USA to attend the company's party at the San Diego
     Zoo, while Deacon Jones is working for Champion, Sprint and
     Miller Lite.  Visa Marketing Exec Michael Lynch: "They add
     cachet to our events.  It affiliates our brand with these
     all-time heroes and winners."  Fatsis reports that "even
     lesser lights turn a decent buck at the biggest, brashest,
     most excessive corporate shindig in America," adding that
     Archie Manning "pulled in around $75,000" at last year's
     Super Bowl in New Orleans.  Fatsis reports that more than 50
     current and former players will make around 600 appearances
     this week arranged by NFLP (WALL STREET JOURNAL, 1/23).
          WHO TO WATCH: ISI CEO Frank Vuono said if Packers QB
     Brett Favre wins his second Super Bowl, it "will help him
     get to another level" from an endorsement standpoint.  But
     Vuono added, "Brett's kind of an any-man.  It's questionable
     whether he wants to transcend the sport and take his place
     at the top."  Vuono said that if the Broncos win, QB John
     Elway could "capitalize incredibly."  Vuono: "I think the
     public is ready to accept him with open arms as a real
     superstar."  Asked what he would sell about Elway: "His
     personality, his leadership ability and his comeback
     ability. ... John is certainly national -- if not
     international.  I think he can be a real goodwill 
     ambassador for the sport."  Vuono said that he would
     position Favre "with classic All-American-type companies.
     Mom, apple pie and Chevrolet."  Vuono said once you get past
     Favre, Elway and Reggie White, "I don't think there will be
     this huge windfall for anyone else" (THE DAILY).
          SUPER SUNDAY NOTES: Brett Favre's younger brother Jeff
     has launched a line of premium cigars.  The Favre Family
     brand plans to expand into other areas including clothing,
     sporting goods and food (Favre Cigar).....San Diego Youth
     and Community Services is getting a $1M grant from the NFL
     to launch a new youth education program.  The funds are
     intended to increase educational opportunities for inner-
     city youth (SAN DIEGO UNION-TRIBUNE, 1/23)....Chef Emeril
     Lagasse gave Super Bowl party recipes this morning on ABC's
     "GMA."  The cooking segment was taped in the parking lot of
     Qualcomm Stadium.  Also, ABC's Rex Hudler reported live from
     the NFL Experience in San Diego ("GMA," ABC, 1/23). 
          WHAT YOU'LL SEE: Nike has the on-field uniform,
     sideline apparel and headwear designation for both the
     Packers and Broncos.  Sports Specialties will provide the
     sideline caps (THE DAILY).  After the game, Logo Athletic
     will supply the official Super Bowl locker room coaches cap.
     Logo sold more than 650,000 Super Bowl XXXI hats last year.
     Starter has the official locker room T-shirt and fleece top
     for the Super Bowl (TEAM LICENSING BUSINESS, 1/98 issue).
     ...In the most recent report of the top selling teams by
     NFLP, the Packers remain at No. 1, but the Broncos have
     moved from 14th place into sixth place in '97 sales (NFL).