Corporations: And the Tennis Racket

The game's white-flanneled old guard could not have been more startled if the Supreme Court had suddenly decided to allow Wheaties to call itself the "Break fast of Justices." To raise money for the cause of amateur tennis, the staid, 86-year-old United States Lawn Tennis Association signed a promotional deal with Manhattan's Licensing Corp. of America, a six-year-old merchandising whiz-bang best known for following up fads with floods of such items as 007 trench coats and after-shave lotion, Batman T shirts, Batpuppets and Batguns.

The company promises to "make tennis big business"...

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