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AS JARRETT NEARS A WINSTON CUP TITLE, WILL DEALS FOLLOW?

          Nike has "scheduled a photo shoot" with Dale Jarrett in
     Charlotte this month to "prepare for a racing ad campaign
     debuting early next year," according to Erik Spanberg of the
     CHARLOTTE BUSINESS JOURNAL, who writes the addition of Nike
     "is yet another sign" that Jarrett is "building a racing
     endorsement and business portfolio eclipsed only by those
     of" Dale Earnhardt and Jeff Gordon.  Jarrett's portfolio
     also includes Ford, Coca-Cola, Outback Steakhouse, Planters
     and Action Performance Cos.  Dale Jarrett Inc. VP Jimmy
     Gaither "declines specifics" but says that "there are
     several product categories he'd like to see Jarrett enter as
     an endorser," one being communications and another being
     golf.  Gaither: "Dale loves Titleist and Davis Love III, so
     who knows?"  Jarrett, along with Rusty Wallace and Mark
     Martin, is considered to be in the "second tier" of racers
     after Gordon and Earnhardt in terms of total merchandise
     sold, with sales of about $70M in '98.  Industry analysts
     "expected" Jarrett to "increase his sales 14%" this season,
     but that was "before he made his" bid to win the Winston Cup
     championship.  Gaither says that Jarrett "now judges many
     business deals by two criteria: quality of the company and
     how many appearances, if any, he'll have to make."  For that
     reason, "it's unlikely" Jarrett will take on more than a few
     new deals to add to his current contracts.  Muhleman
     Marketing Exec VP Steven Moore, on Jarrett: "He's the Joe
     Montana of NASCAR.  There are no negatives with Dale. 
     Everybody likes him" (CHARLOTTE BUSINESS JOURNAL, 10/8). 

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