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Volume 24 No. 132

Sponsorships Advertising Marketing

          FIFA and Coca-Cola announced an eight-year partnership
     deal through 2006, which includes sponsorship of the 2002
     and 2006 World Cups and other FIFA events and programs.  The
     deal, which also consists of the FIFA Women's World Cup and
     FIFA Confederations Cup, marks the first time a sponsor has
     extended its FIFA partnership for more than a four-year
     term.  The package includes traditional sponsor rights,
     including advertising, promos and trademark presence, and it
     also enables Coca-Cola to conduct programs around the soccer
     events (Coca-Cola).  The WALL STREET JOURNAL puts the deal
     at $80M over eight years (WALL STREET JOURNAL, 1/30).

          Warner Bros. Sports Licensing has signed John LeClair
     to an endorsement deal.  LeClair is the first NHL player to
     join WB's athlete endorsement roster, which includes NBA,
     NFL and MLB players.  LeClair's licensing program includes
     footwear, apparel and headwear; socks and sleepwear;
     inflatables, watches, sports bags; ties and boxers;
     sunglasses, toys and games.  LeClair is represented by Lewis
     Gross of Sports Professional Management (Warner Bros.)

          Dennis Crawford from Cleveland, TN, will compete in
     Hershey's Million Dollar Kick at Sunday's Pro Bowl. 
     Crawford, 32, can win $1M if he connects on a 35-yard field
     goal (Hershey's)....In L.A., Denise Gellene reported that
     the Marlboro billboard in 3Com Park "picked up more than 30
     seconds of free air time" during the NFC Championship Game. 
     The exposure gave Marlboro free commercial time worth more
     than $600,000.  Gellene added that the Marlboro signs were
     recently moved to less visible areas at 3Com after the May
     '95 agreement between the U.S. government and the tobacco
     industry (L.A. TIMES, 1/29)....The PBA will kick off the
     first ad campaign in its 40-year history this weekend with a
     30-second spot, created by Partners & Shevack, N.Y., to be
     seen Sunday on ESPN (PBA)....Zucker Sports Management
     negotiated an AT&T endorsement deal for U.S. women's hockey
     goalie Sarah Tueting (CHICAGO TRIBUNE, 1/30)....Merrill
     Lynch downgraded Callaway Golf after the company reported
     lower 4Q earnings of $.34/share versus $.36/share last year. 
     shares of Callaway stock fell 3 3/16 yesterday to close at
     27 1/8 on the NYSE, a 10.5% decline ("NBR," 1/29).

          Down to single-digit growth in '97, the NFL Pro Line
     will incorporate more "technical and transitional" pieces
     for '98, and will also "leverage the NFL shield to strike a
     chord with consumers," according to Andy Bernstein of
     SPORTING GOODS BUSINESS.  With public recognition of the Pro
     Line brand "virtually non-existent, the league will try to
     use the NFL shield to indicate authentic, on-field product. 
     A new hang-tag program will launch with the statement 'If it
     doesn't have the shield, it doesn't get on the field.'" 
     Bernstein adds that licensees are trying to respond to
     declines in outerwear "by creating more technical pieces
     ideal for layering -- which seems to be how more people are
     dressing."  Bernstein adds that more "fashionable coaches'
     apparel, including rugby shirts from Starter, are also part
     of the 1998 Pro Line mix, a move which has drawn praise from
     retailers" (SPORTING GOODS BUSINESS, 1/23 issue).
          MLB: SGB's Bernstein also reports that MLBP President
     Bob Gamgort said that 14 companies were asked to present
     ideas for a new licensing program, with various thoughts
     under consideration.  Bernstein: "How the league will draw
     the line between sponsors and licensees is a primary issue
     the league must grapple with.  If the megabucks offered by
     footwear brands push traditional licensed companies off the
     field, will it be to MLB's benefit?"  While a Nike
     spokesperson said the company "does not anticipate" striking
     an MLB deal "any time soon," a "likely bet is that Adidas
     will be named" an MLB licensee (SGB, 1/23 issue). 

          Over 1,300 exhibitors will be in Orlando this weekend     for the 45th PGA of America Merchandise Show, to be held at     the Orange County Convention Center today through Monday.     The show will utilize 1.1 million square feet, and is     expected to draw over 50,000 (PGA).  With the industry     consolidating, the big golf companies "are getting bigger,"     and they, along with "a couple of outsiders," are "staking     claim" to the growing women's and youth markets at this     year's show, according to Ron Sirak of the AP.  Last year,     the show resulted in "more than" $1.3B in golf industry     sales (AP/DETROIT NEWS, 1/28).  iGOLF's Bill Binenstock     writes that although youth and women will be the show's     "buzzwords," the introduction of new drivers and irons "will     take front and center ... as always" (iGOLF, 1/29).  Polo     Ralph Lauren, Tommy Hilfiger and Hugo Boss will exhibit     apparel for the first time at this year's show, which will     include the first PGA Fashion Shows (AD AGE, 1/26 issue).      Titleist/Foot Joy will have the show's largest exhibition     booth at 12,800 sq. ft., followed by Spalding and Nike     (BRANDWEEK, 1/26 issue).  In Orlando, Jeff Babineau writes     that one debut "expected to garner considerable attention"     is that of CA-based Liquidmetal Golf, which touts "a new     alloy ... that could be the industry's hottest material     since titanium" (ORLANDO SENTINEL, 1/30).  THE DAILY will     preview new products and apparel from the show next week.          ADAMS FAMILY VALUES: Adams Golf is profiled by Chuck     Stogel of BRANDWEEK.  CEO Barney Adams founded the company     in '88, and by '96, with the introduction of the Tight Lies     fairway woods, revenues had "skyrocketed" to $5M.  For '98,     Adams is "projecting" sales of $60M.  The company's success     with Tight Lies has been helped by a "solid trade push via     telemarketing - not sales reps" and last year's infomercial,     which "mined the medium for all it was worth."  Adams plans     to continue its sales formula, as a new infomercial is "in     the works" while the '98 ad budget "should surpass" $10M     (BRANDWEEK, 1/2).  Adams bought a quarter-page ad in the     WALL STREET JOURNAL's op-ed page for Tight Lies.            LOOKING AHEAD: BRANDWEEK's Stogel also listed ad     spending for the top golf brands over the past two years.     NOTE: '97 figures are through October (BRANDWEEK, 1/26).    
'96 AD
'97 AD
$ 5.0M
$ 8.7M
$ 85M