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Volume 24 No. 115
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          Dale Earnhardt will race against his son, Dale
     Earnhardt Jr., for the first time at the November 22 NASCAR
     Thunder Special Coca-Cola 500 exhibition race to be held in
     Japan and televised live on TBS at 10:00pm ET.  Both will
     will drive Coca-Cola-sponsored cars, as Earnhardt's red No.
     3 car features the Coca-Cola script, while Earnhardt Jr.'s
     black No. 1 car features the Coca-Cola polar bear.  For the
     event, Action Performance will create a vast array of
     exclusive Coca-Cola/Earnhardt apparel, souvenirs, die-cast
     collectibles and other memorabilia (NASCAR).  John
     Bevilaqua, a sports marketing consultant and former Coca-
     Cola exec, on why Coca-Cola has never had its logo so
     prominently displayed on a race car: "They didn't want the
     Coke car upside down in flames sliding down the track. ...
     [The Japan race] is a controlled promotional event.  That
     makes sense, and will have nominal risk" (BLOOMBERG, 8/27). 
          SILICON RALLY: Winston Cup drivers Jeremy Mayfield and
     Dale Jarrett were in the Galleria in Dallas on Monday night
     for the opening of NASCAR Silicon Motor Speedway.  Dallas 
     is the third in a series of locals, joining Mall of America
     in MN, and Woodfield Mall near Chicago (NASCAR).