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Volume 24 No. 157
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          VA-based LCI Int'l signed a three-year deal with a
     joint option to become the official long distance provider
     of the LPGA, the company's first major women's sports
     sponsorship.  LCI will provide prepaid calling cards to LPGA
     Tour players; long distance service to the LPGA and the LPGA
     Tournament Sponsors Assoc.; have on-site sponsorship of
     selected LPGA events; hold category-exclusive TV ad rights
     for selected events and on-site sponsorship and TV
     advertising for the '98 Solheim Cup in Dublin, OH (LPGA).
          THEY CAN PLAY, AGAIN AND AGAIN: Helen Alfredsson,
     Karrie Webb, Annika Sorenstam and Kelly Robbins will star in
     three, 30-second TV spots that will debut during CBS's
     coverage of the Mercury Titleholders Championship this
     weekend.  The spots, by DDB Needham, were directed by Joe
     Pytka and feature the tag, "Hey, we can play."  One spot,
     "Rivalry," opens with Sorenstam and Webb discussing their
     rivalry and their non-combative quotes are juxtaposed with
     scenes showing Sorenstam drawing a mustache on Webb's
     publicity poster, and Webb keeping a Sorenstam voodoo doll
     in her locker.  These spots, along with earlier ones
     featuring Nancy Lopez and Michelle McGann, will air during
     LPGA telecasts on CBS, ABC, NBC, ESPN, ESPN2, The Golf
     Channel and Lifetime.  A print campaign also runs (LPGA).
          GLOBAL GOLFING: In Tampa, Mick Elliott profiles the
     LPGA and writes that, "For all the visionary talk by the
     men's tours, it is the LPGA that has proved itself the real
     global stage," with 74 foreign golfers representing 16
     countries active on the Tour (TAMPA TRIBUNE, 4/30).