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Volume 24 No. 116

Sponsorships Advertising Marketing

          Sports Specialties signed an exclusive headwear deal
     with Cubs RF Sammy Sosa to market three new commemorative
     caps.  The first, a "Season to Remember" cap featuring
     Sosa's autograph and the tag, "1998 Season to Remember"
     embroidered on the front, will be available for retail
     delivery tomorrow and will be featured at Wrigley Field on
     Sunday during "Sammy Sosa Day."  The second will be a "Home
     Run Commemorative" cap featuring Sosa's autograph and final
     '98 HR total.  The third product will be a Sosa "Collector's
     Addition" cap, which will be available during Spring
     Training '99.  Sports Specialties will also incorporate Sosa
     into its '99 "6-4-3" cap marketing plan, which will include
     national marketing (Sports Specialties).
          SECOND-HAND SAMMY? Hartford Courant Sports Editor Jeff
     Otterbein, on the media's handling of Sosa's record run:
     "Some people think Sammy has gotten short shrift, and to a
     degree I think he did.  I think he caught a lot of people
     off guard, including [MLB]."  N.Y. Times Sports Editor Neil
     Amdur: "We ran a Sosa picture inside [the sports section]
     because we could not (change) color that late at night.  The
     Mets were the bigger display, but Sosa still led the
     section" (HARTFORD COURANT, 9/18).  An NBC News/Wall Street
     Journal Poll showed that 82% of those surveyed said that
     they were "satisfied with media coverage" of the home run
     race.  Sosa was profiled last night on the final segment of
     "NBC Nightly News," as Tom Brokaw said Sosa was "already in
     the record books as a Hall of Fame good guy."   NBC's Jim
     Avila: "In Chicago, Sosa is second only to Michael Jordan
     ... with a personality that transcends color" (NBC, 9/17). 
     On "Good Morning America," ABC's Jon Frankel profiled how
     the McGwire-Sosa HR race is creating a "welcome" diversion
     from "a lot of depressing headlines."  Frankel: "In a summer
     in which stock market slides and presidential errors have
     dominated the news, baseball has been the one story
     everybody is happy to read about" (ABC, 9/19).

          WNBA Monarchs G Ticha Penicheiro has signed a two-year
     deal with Nike.  The deal was handled by Woolf Associates 
     (Woolf)....In Charlotte, Jim Utter reports that Dale
     Earnhardt Inc. officials are expected to announce Monday
     that Budweiser will sponsor the car of Dale Earnhardt Jr. in
     five Winston Cup races next season.  Budweiser has one
     season left as sponsor of Hendrick Motorsports' No. 50 car,
     currently driven by Wally Dallenbach, and hopes to maintain
     that commitment next season (CHARLOTTE OBSERVER, 9/18).  

          The following lists companies which supply headwear for     NFL teams.  League rules state that players must wear hats     from the team's assigned supplier.  But Logo Athletic,     Nike/Sports Specialties, Reebok and Starter are allowed 20     exemptions and are able to supply headwear to 20 players on     teams where they don't have official designations.  Some     companies have marketing deals with players on assigned     teams; those players do not appear on the exemption list. 
ADIDAS LOGO ATHLETIC NIKE/SPORTS SPEC. REEBOK STARTER
BUCCANEERS BENGALS BEARS CHIEFS CHARGERS
BILLS BRONCOS FALCONS DOLPHINS
CARDINALS COWBOYS 49ERS EAGLES
COLTS JAGUARS GIANTS JETS
OILERS PACKERS LIONS PATRIOTS
RAMS PANTHERS SAINTS RAVENS
RAIDERS REDSKINS
STEELERS SEAHAWKS
VIKINGS

LOGO
EXEMPTIONS
NIKE/S.S.
EXEMPTIONS
BRONCOS JOHN ELWAY BUCCANEERS TRENT DILFER
BUCS MIKE ALSTOTT BUCCANEERS WARRICK DUNN
CHIEFS TODD COLLINS CARDINALS ANDRE WADSWORTH
CHIEFS ANDRE RISON CHARGERS RYAN LEAF
COWBOYS TROY AIKMAN CHARGERS JUNIOR SEAU
COWBOYS MICHAEL IRVIN CHIEFS ELVIS GRBAC
DOLPHINS CRAIG ERICKSON DOLPHINS TERRELL BUCKLEY
DOLPHINS DAN MARINO DOLPHINS O.J. McDUFFIE
49ERS TY DETMER EAGLES BOBBY HOYING
GIANTS DANNY KANELL 49ERS JERRY RICE
JAGUARS MARK BRUNELL 49ERS STEVE YOUNG
JETS GLENN FOLEY GIANTS KENT GRAHAM
JETS KEYSHAWN JOHNSON JETS WAYNE CHREBET
PACKERS DORSEY LEVENS LIONS BARRY SANDERS
PACKERS RICK MIRER OILERS STEVE McNAIR
PANTHERS STEVE BEUERLEIN PATRIOTS DREW BLEDSOE
RAIDERS JEFF GEORGE REDSKINS GUS FREROTTE
RAIDERS TIM BROWN SEAHAWKS JOEY GALLOWAY
VIKINGS BRAD JOHNSON VIKINGS RANDY MOSS
 
REEBOK
EXEMPTIONS
STARTER
EXEMPTIONS
BRONCOS NEIL SMITH BEARS TY HALLOCK
CARDINALS ERIC METCALF BRONCOS ALFRED WILLIAMS
CHIEFS DALE CARTER BUCCANEERS HARDY NICKERSON
CHIEFS DERRICK THOMAS CARDINALS STONEY CASE
COWBOYS DARYL JOHNSTON CHIEFS RICH GANNON
49ERS JIM DRUCKENMILLER CHIEFS WILL SHIELDS
49ERS TIM McDONALD COLTS JEFF BURRIS
49ERS KEN NORTON COWBOYS EMMITT SMITH
LIONS HERMAN MOORE 49ERS MERTON HANKS
PANTHERS GREG LLOYD GIANTS JESSIE ARMSTEAD
PATRIOTS CHRIS SLADE JAGUARS KEENAN McCARDELL
RAIDERS DESMOND HOWARD LIONS JASON ELAM
LIONS ROBERT PORCHER
PANTHERS KEVIN GREENE
RAIDERS MIKE MORTON
RAMS EDDIE KENNISON
SAINTS JOHN FARQUHAR
STEELERS JEROME BETTIS
STEELERS NORM JOHNSON

 

          Cadbury Schweppes' Dr Pepper/Seven Up unit said it will
     use the '99 Super Bowl telecast on Fox to launch "a major
     new campaign for its ailing 7UP brand aimed at tapping into
     the 12-to-24-year-old market," according to AD AGE.  Dr
     Pepper/Seven Up said it purchased one 30-second TV spot
     during the Super Bowl's second-quarter, a 30-second spot
     during MTV's alternative halftime show and a third 30-second
     spot during Fox's post-game show (AD AGE, 9/18).