SERVES & VOLLEYS: FROM TEA TO TELECOM "OVERNIGHT" IN FLORIDA

          At midnight Monday, the Lipton Championships tennis
     tournament "morphs ... into the Ericsson Open, ending one of
     sports' most successful naming rights deals," according to
     Alan Snel of the Ft. Lauderdale SUN-SENTINEL.  Snel reports
     that, "overnight, tournament stationery will show the
     Ericsson name," and the new Ericsson Open logo and Web site
     will be unveiled Monday.  Ericsson PR Dir Rosemary Ravinal,
     on the sponsorship, which the company secured for "about"
     $10M: "This is a big investment for us.  We want to leverage
     our other tennis events," which include the Copa Ericsson,
     the French and Italian Opens and the Ericsson Senior Cup,
     which debuted last month (SUN-SENTINEL, 3/26).
          SUCKING UP? Hoover has become the "Official Floor Care
     Company" of the WTA Tour.  The company, which sponsors the
     Chase Championships in N.Y., will also sponsor events in San
     Diego and Toronto (WTA Tour)....Fila becomes the official
     athletic footwear/apparel sponsor of the Great American
     Insurance ATP Championship August 5-15 in Cincinnati (Fila).