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Volume 24 No. 156

Sponsorships Advertising Marketing

          Both baseball fans and corporate America are "reacting"
     to Cubs P Kerry Wood, according to Andy Friedlander of the
     FT. WORTH STAR-TELEGRAM.  Wood's agent Joe Sambito, of
     Hendricks Management, said that Wood has fielded two dozen
     or more endorsement offers "but has not accepted any of
     them."  Sambito: "[M]aybe he'll do some of it later, when he
     feels more comfortable with it."  Mike Wisniewski,
     Merchandising Dir for Odgen Entertainment, which handles the
     Cubs' merchandise, said manufacturers wanted to start
     producing Wood merchandise, but he hit "so quick they
     weren't ready.  Companies call me and ask, 'Do you have a
     picture of this guy?  We don't know what he looks like.' 
     They call and ask me what his number is. ... The demand is
     there."  TX-based Pinnacle will release 5,000 special Wood
     trading cards in August (STAR-TELEGRAM, 5/15).  In Chicago,
     George Lazarus writes that Kellogg's should sign Wood to
     endorse Special K cereal.  Lazarus: "Kellogg would have a
     youngster with a clean-cut image ... helping rebuild a brand
     whose sales have been on a recent slide."  Cubs VP/Marketing
     & Broadcasting John McDonough said that this year may be a
     "transition year" for Wood "in terms of discussing any
     endorsement opportunities" (CHICAGO TRIBUNE, 5/15).

          NY-based Cliff Freeman & Partners won a Grand Clio
     award for TV advertising last night, for its ads promoting
     the "NHL on Fox."  The spots start out with sedate scenes
     from other sports "that turn into an unexpected hockey-like
     ruckus" (NEWSDAY, 5/15)....Streetball Partners (SPI), which
     will again manage the NHL's "Cup Crazy" promo, has started
     staging a series of promotional activities and special
     events at high-traffic locations of key NHL partner sites
     (SPI)....Pushing for "freedom of choice" for beverage
     consumers, PepsiCo CEO Phil Marineau announced a deal to
     distribute Pepsi and Diet Pepsi on American Airlines without
     seeking to be that airline's exclusive soda.  American
     currently distributes Coke (AD AGE, 5/15)....MLB's 4-on-4
     whiffle ball tournament, Yard Ball, sponsored by True Value,
     will visit 10 U.S. cities during its inaugural '98 Tour
     (MLB)....Jazz G Jeff Hornacek appears in a PSA on the fun of
     reading this Sunday, during NBC's NBA playoff action. 
     Hornacek: "Don't be afraid to read to your kids"
     (NBAE)....Snapple has become the official beverage of the
     inaugural Junior Goodwill Games (Snapple).

          Callaway Golf Co. announced that it has reduced the
     U.S. wholesale prices of its current metal-woods, effective
     immediately.  In addition, the company announced that it is
     extending its payment terms offered to domestic customers to
     be more in line with industry practices (Callaway).  The
     company did not specify how much prices will be reduced, or
     complete payment terms for its customers (THE DAILY).
          GOLF NOTES: The PGA Tour Int'l Federation has awarded
     the global promotional launch of the World Golf Championship
     to IL-based Foote, Cone & Belding.  The $4M account will
     include full use of FCB's global ad resources and the Sports
     Marketing unit of FCB/San Francisco.  Impact Communications
     Group, a division of FCB parent True North Comm., will
     handle sales promotion activity for the account (PGA Tour).
     ...Hewlett-Packard has agreed to become the Presenting
     Sponsor of the EMC Kaanapali Classic on the Senior PGA Tour. 
     EMC, which has been presenting sponsor of the event since
     '95, will now title sponsor the event through 2001. The deal
     was handled by MA-based Woolf Associates (Woolf)....As part
     of its '98 Father's Day promo, Eddie Bauer will give away a
     copy of the Microsoft Golf '98 Special Edition CD-ROM game
     to customers who purchase $75 worth or more of Eddie Bauer
     merchandise.  The promo runs June 1-June 21 (Microsoft).

          NASCAR announced a licensing agreement giving Hasbro
     the rights to produce NASCAR-themed collectible diecast
     cars, radio-controlled cars, games and puzzles.  As part of
     the deal, all Hasbro stock car racing toys will carry the
     official NASCAR or NASCAR 50th Anniversary logos (NASCAR).
          FROM THE BRICKYARD: At the Indy 500, Buddy Lazier has
     signed a sponsorship deal with Coors Light for the remainder
     of the season.  Lyn St. James has secured associate
     sponsorships from The Spirit of San Antonio, a civic promo
     group, and Biomet, a manufacturer of implants and orthopedic
     supplies (AUTOWEEK, 5/18 issue).  In other news, Indy 500
     driver Greg Ray has signed a $20,000-plus sponsorship deal
     with Gloves, a new skin moisturizer (SPEEDNET, 5/15).  
          TRACK NEWS & NOTES: R.J. Reynolds made "a slick name
     change" for its $1M NASCAR promo, scrapping last year's
     Winston Million in favor of the Winston No Bull 5.  The name
     could partly be attributed to the on-going efforts to ban
     cigarette advertising at sporting events (Cleveland PLAIN-
     DEALER, 5/12)....IMG Motorsports re-signed Miller Brewing as
     the official beverage sponsor for this year's ITT Automotive
     Detroit Grand Prix, and inked deals with local Detroit-area
     sponsors Big Buck Brewery and Atwater Block Brewery (IMG)
     ....MI-based Penske Motorsports lost $1.65M, or $0.12 per
     share, on revenues of $10.13M for the first quarter of '98. 
     Penske lost $1.5M, or $0.11 per share, on revenues of $5.37M
     in the same quarter in '97 (DETROIT FREE PRESS, 5/15)

          Nike faces "a tough sales job" for its factory-
     improvement program, judging by "skeptical reactions" from
     Indonesian Nike workers, according to Richard Read of the
     Portland OREGONIAN, reporting from a Nike-contracted factory
     in Tangerang, Indonesia.  Factory worker Dominguez Pirida:
     "What can you expect from something grand like this from
     Nike?  Factory managers lie so often, I don't think I can
     trust it."  More Pirida: "I don't really know what to think
     of [Nike Chair] Phil Knight.  Even during Nike's heyday, the
     wage increases were meager" (OREGONIAN, 5/14).
          OTHER VIEWS: In Portland, an OREGONIAN editorial stated
     that Nike "gets it now," and that its planned reforms "seem
     significant. ... Give Nike credit for doing better by its
     workers -- and for potentially setting a new, higher
     standard for other companies doing business in the world's
     poorest countries" (OREGONIAN, 5/14).  The Minnesota STAR
     TRIBUNE editorializes that Nike's announcement "is plainly a
     victory for its Asian workers and for human-rights
     advocates."  It states: "Nike has been an industry pioneer
     in one concept after another -- global sourcing, celebrity
     endorsements, saturation marketing.  This week's
     announcement should pave the way for another industry trend:
     a framework for globalization that serves the shoemaker in
     Vietnam as well the shoe buyer in Minneapolis" (Minneapolis
     STAR TRIBUNE, 5/15).  A DETROIT FREE PRESS editorial states
     that Nike's "laudable efforts are only a few of many
     important changes Nike needs to make," including raising the
     minimum wage at its factories: "The changes announced this
     week are a good start -- but should be just a start.  Come
     on, Nike.  Just do it" (DETROIT FREE PRESS, 5/15).  In N.Y.,
     Phil Mushnick writes that for a company that "for years
     insisted that there are no problems in its Third World
     factories, Nike now seems extremely eager to let us know
     that it plans to spend a lot of time and money to fix
     problems that don't exist" (N.Y. POST, 5/15).