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To: Michael who wrote (1123)	2/10/1998 2:13:00 PM
From: Gennaro	Respond to of 1574

I thought people might find this recent article interesting. Maybe Damian and Dave should be talking to Pepsi??? Full story Pepsi and Golden Bear Form Marketing Alliance 11:04 a.m. Feb 10, 1998 Eastern NORTH PALM BEACH, Fla.--(BUSINESS WIRE)--Feb. 10, 1998-- "Generation Next" Taps Golden Bear for Marketing Reach Program at Golden Bear Golf Centers, Nicklaus Product Merchandising and Nicklaus/Flick Golf Instruction Entertainment Pepsi-Cola Company and Golden Bear Golf Inc. (NASDAQ:JACK) Tuesday announced a marketing alliance that will make Pepsi the "Official Soft Drink of Golden Bear." As part of this agreement, Pepsi will receive exclusivity and pouring rights at all Golden Bear owned facilities including Golden Bear Golf Centers and Golden Bear Golf Clubs. In addition to Pepsi-branded soft drinks, other company beverages such as Lipton Brisk Iced Tea, Aquafina and All Sport will gain official designation at Golden Bear. "Golden Bear is one of the premier brands in the golf industry," said John Perner, national accounts sales manager for Pepsi. "With the rising popularity of golf among young people, we feel this alliance represents a tremendous opportunity to connect with them at Golden Bear Golf Centers." In addition to the pouring and vending opportunities at the Golden Bear facilities, Pepsi will also conduct consumer traffic-driving promotions at Golden Bear Golf Centers. "Pepsi is the No. 1 beverage company in golf and is looking to develop more access not only to the next generation of golfers, but to all golf consumers through Golden Bear facilities nationwide," said Richard P. Bellinger, president of Golden Bear Golf. "Golden Bear provides the ideal facility and marketing vehicles to extend Pepsi's reach to consumers." In addition, the Nicklaus/Flick Golf Schools have created a corporate entertainment program for Pepsi to maximize the impact of its client hospitality at major events throughout the year. The first event will be a special Nicklaus/Flick Golf School and client tournament to be staged in conjunction with the PGA Seniors' Championship in Palm Beach Gardens. Nicklaus golf equipment and apparel will be offered to Pepsi bottlers and distributors through a special program. Pepsi is also the "Official Soft Drink of the PGA of America" and has exclusive distribution at the Ryder Cup and PGA Championship. Pepsi-Cola Company, the worldwide beverage subsidiary of Pepsi Co. Inc. spans more than 190 countries and last year generated more than $10.5 billion in worldwide sales. The company's products account for about one-quarter of the soft drinks consumed in the world each year. Golden Bear Golf Inc. is a diversified, international brand name golf products and services company engaged in the development, marketing and management of golf-related businesses including golf practice and instruction facilities, golf instructional schools, the construction of golf courses and resort-related facilities, and golf-related consumer products. For more information on Golden Bear Golf, visit our website at www.nicklaus.com. (See also: businesswire.com)