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Volume 24 No. 155
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          BRANDWEEK NOTES: Terry Lefton reports that Service
     Merchandise will be the presenting sponsor for MLB's Home
     Run Derby during the All-Star Break, airing July 6 on ESPN. 
     Service Merchandise's "foray into sports" is being run by
     new marketing exec Chuck Kremers, who led True Value into
     MLB, NASCAR and NFL sponsorships....Dorothy Hamill, Nancy
     Kerrigan and Nicole Bobek will appear in a print campaign
     for Aetna/U.S. Healthcare breaking this spring.  It will
     promote heart health and warn about the high incidence of
     heart problems among women....While Bell Atlantic recently
     inked a sponsorship pact with the Atlantic 10 Conference,
     the company could not come to terms on a proposal to rename
     it the Bell Atlantic 10.  The deal "would have cost two to
     three times the mid-six-figure deal" that was consummated,
     and the A-10 would have "become the first conference to sell
     its name"....Hershey has signed a two-year sponsorship deal
     with Strike Ten that gets it sponsorship of the National
     Family Bowling Tournament, access to the association's 6,000
     bowling centers and promotional rights (BRANDWEEK, 3/23).  
          NOTES: The WNBA's inaugural season "won gold" in the
     sports and entertainment category at the American Marketing
     Association's Edison Awards (AD AGE, 3/23 issue)....UT men's
     basketball coach Rick Majerus signed an exclusive rep
     agreement with IL-based Intersport Management for contract
     negotiations, endorsements and appearances (Intersport).
     ...In N.Y., Richard Wilner notes a source who said that
     Cablevision, which bought electronics chain Nobody Beats the
     Wiz, will renovate the stores and decorate the interiors
     with "classic" MSG sports photos (N.Y. POST, 3/24).