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Volume 24 No. 157
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          Prudential renewed its sponsorship of the "NBA on NBC,"
     with a new four-year deal, and will continue to sponsor the
     "Prudential Halftime Report" (Prudential).  The deal is
     estimated at "about" $80M (WALL STREET JOURNAL, 3/27)....
     Univ. of Texas senior Brad Elder is the "hottest property"
     among golf management companies right now, according to a
     report in GOLF WORLD.  Elder is "coveted" by both Pros Inc.
     and Players Group, but Players "may have the inside track"
     as client Fred Couples "has become one of Elder's mentors"
     (GOLF WORLD, 3/27).... First USA will issue and market
     credit cards to the D'backs, Rockies, Dodgers and Twins, who
     will join the Marlins, A's, Phillies, Mariners and Devil
     Rays on First USA's MLB roster (First USA)....Airtouch
     Cellular will sponsor turnstile advertising at The Palace
     (Entry Media)....Star Bank will become a presenting sponsor
     of the Medic Drug Grand Prix of Cleveland (IMG Motorsports).