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Volume 24 No. 157
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          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).