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Volume 24 No. 159

Sponsorships Advertising Marketing

          Wendy's Int'l is offering an assortment of hockey-
     themed toys to promote its NHL partnership and status as
     "The Official Hamburger of the NHL."  NHL/Wendy's Kids' Meal
     Bags will feature a five-piece collection of hockey toys,
     which will be distributed at 4,600 participating Wendy's
     restaurants from March 23 through May 3.  Wendy's will
     support the program with 30-second national TV spots on
     children's programming.  The program will also be promoted
     through www.nhl4kids.com and wendy's.com.  Wendy's has also
     created the NHL All-Star Artist Coloring Contest, where
     children can design and color their own hockey goalie mask. 
     The NHL will reproduce the grand prize winner's artwork on
     an actual goalie mask and the winner will be awarded a trip
     to the '99 NHL All-Star Game in Tampa, FL (Wendy's).

          The LPGA launched its new ad campaign from Dallas-based
     DDB Needham during ESPN's coverage of the Standard Register
     Ping tournament.  One spot featured the career achievements
     of Nancy Lopez and reads: "1978 Rookie of the Year.  48 Tour
     victories.  Over $5 million in career earnings.  Three-time
     Vare Trophy winner.  Four-time Player of the Year.  A Hall
     of Famer after just 10 years.  Gave birth three times.  Top
     that one, gentlemen.  LPGA -- Hey, we can play" (THE DAILY). 
     The initial rollout of the campaign also includes a print ad
     featuring Annika Sorenstam and another TV spot featuring
     Michelle McGann.  The next phase of TV spots, which begin
     production at the end of this month, will feature Karrie
     Webb, Kelly Robbins and Laura Davies, among others (LPGA).
          CHIP SHOTS: The LPGA has partnered with Ombrelle
     sunscreen and the American Academy of Dermatology (AAD) to
     launch a skin cancer detection and protection initiative at
     select tour events.  The program will offer LPGA players and
     spectators free skin scans which detect UV damage, as well
     as free Ombrelle product samples.  The promo will launch at
     the next week's Nabisco Dinah Shore, which will also serve
     as the U.S. launch for Ombrelle products (Ombrelle).

          MLB'S ROCKY MOUNTAIN HIGH: MLBP has retained GBSM
     Public Relations and Sander/GBSM Marketing to provide local
     PR for the '98 Pinnacle All-Star FanFest, to be held July 3-
     7 at the CO Convention Center (MLBP).  In Denver, Penny
     Parker previews the FanFest.  GBSM partner Rob Johnson: "The
     average fan won't be able to drive up to Coors Field and buy
     tickets for the [All-Star] game.  Instead, (FanFest) will
     give them a baseball Disneyland" (DENVER POST, 3/20).
          LANDING ON MARS: Oakley has begun shipping its Mars
     model X-Metal sunglasses line.  Suggested retail price of
     the glasses will be $265 to $315.  The Mars design was
     influenced by board member Michael Jordan, who received his
     pair with serial no. 000023.  Jordan is featured in the Mars
     ad campaign, which launched last month (Oakley).
          NOTES: The new Budweiser ad campaign from IL-based DDB
     Needham will feature boxing announcer Michael Buffer and his
     "Let's Get Ready To Rumble" tag.  No break date has been
     announced (AD AGE, 3/19)....In Boston, Gregg Krupa examines
     the NCAA tournament's financial impact on participating
     schools.  Krupa writes that a study by NC-based Price/McNabb
     estimated that last year's Sweet 16 run by UT-Chatanooga
     brought the school $22M worth of free media exposure (BOSTON
     GLOBE, 3/20)....In Montreal, an editorial addresses Nike's
     recent woes: "While [Nike] appropriated the name of a Greek
     goddess, it neglected to glance at the rest of the ancient
     Greeks' beliefs.  Had it done so, it might have known to
     avoid hubris -- the Greek's great sin, the trait of
     arrogance, of putting yourself too high.  Few other
     companies have gone down this road so brazenly."   The
     editorial concludes: "Every last thunderbolt that the
     business gods throw at it Nike deserves" (GAZETTE, 3/20).
     ....L.A.-based K2 will begin putting its logo on shorts,
     shirts and caps to be sold in surf shops.  K2 is using its
     acquisition of Katin USA as a "springboard" into the $1.7B
     surf wear industry (L.A. TIMES, 3/19).

          The Marquee Group has entered into a joint venture with
     NY-based Stars & Strategies to broaden marketing,
     sponsorship and TV opportunities for Stars & Strategies'
     current and future women clients.  Stars & Strategies'
     athletes include U.S. Soccer players Julie Foudy and Carla
     Overbeck, Olympic swimmer Jenny Thompson and U.S. softball
     player Gillian Boxx.  Stars & Strategies' corporate clients
     include Conde Nast Sports for Women, Female Athlete catalog
     company and KidsPeace National Sports Council (THE DAILY). 

          The Lenihan Group has formed a new sports and
     entertainment marketing agency called Branding Partners. 
     The TX-based agency will help clients increase brand
     awareness by developing integrated marketing partnerships
     with sports and entertainment properties.  Houston-based
     Continental Airlines is the agency's first client.  Branding
     Partners will help Continental further develop relationships
     with performing arts organizations.  Marketing veteran Susan
     Lenihan is Branding Partners' President (Branding Partners).