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Volume 24 No. 160
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          ESPN announced that six new sponsors will join eight
     returning sponsors for the '98 ESPN X Games.  The first-time
     associate sponsors include Touchstone Pictures' Armageddon,
     AC Delco, Lee Jeans, Sony Corp., Sony Electronics and Speed
     Stick Ultimate.  Among the returning gold sponsors are
     Mountain Dew, Taco Bell, AT&T and Chevy S-10 Pickup/Pontiac
     Sunfire.  Snickers/Starburst Fruit Chews have moved from
     associate sponsor to gold.  Pringles, Visa and the U.S.
     Marines will return as associate sponsors.  Sponsor benefits
     include a comprehensive package on ESPN, ESPN2, ESPN Radio,
     ESPN SportsZone, a 10-market "Xperience" show and complete
     on-site hospitality opportunity.  Sponsors will also receive
     exposure through a "Guide to the X-Games," which will be
     distributed through Rolling Stone and ESPN Magazine (ESPN).
          SWAMI: Sprint and ESPN are combining for a "Beat the
     Swami" promo in which entrants pick the top 10 selections in
     the NFL Draft against ESPN's Chris Berman.  Top prospects
     Ryan Leaf and Peyton Manning will appear with Berman in a
     four-page SI spread promoting the contest.  ESPN may also
     tag on-air promos for its NFL Draft coverage (ESPN).
          TOURNEY NEWS: ESPN Senior VP/Ad Sales Jeffrey Mahl said
     that Chrysler, State Farm, Lee Jeans, Nike, Bristol Myers
     and Phoenix Home Life all have "significant positions" on
     the NCAA women's Tournament (CABLE WORLD, 3/9 issue)....ESPN
     SportsZone has signed up 19 sponsors and advertisers for the
     NCAA basketball tournaments this month.  Sponsors include
     Ford Motor Co., Hewlett-Packard and Dr. Pepper/Seven Up. 
     Advertisers include Carter-Wallace, Mazda Motor, Mercedes-
     Benz of N.A. and Sony PlayStation (AD AGE, 3/17).