The Philadelphia Inquirer from Philadelphia, Pennsylvania • Page 109

(Lh fulabdpfiia inquirer SUNDAY September 11. 198S PORT SECTION Olympic ad tie-ins are not for the light of wallet effort. The days are gone when a company could simply buy a sponsorship, tack the Olympic logo on its product and expect sales to increase. Today, patriotism must be promoted loudly in order to become profitable. "The standard rule is that, if you spend S3 million to sponsor the Olympic effort, you have to spend another $9 million to tell the world you spent that $3 million," said Lesa Ukman, editor of the Chicago-based Special Events Report, which tracks corporate sponsorships.

"So many companies are involved as Olympic sponsors these days that you have to do something notable to differentiate yourself." That is why the Miller Brewing Co. spent $4 million building training centers for Olympic athletes. That is, why Disney, in addition to doing the commercials, is donating $3 from each park ticket to the United States Olympic Committee. And that is why Seagram is spending S2.5 million to fly members of athletes' families to South Korea. In each case, a massive television ad campaign will trumpet the effort.

to i titles 111 'fK 1 4 ft ii? BL tTM Jt'jf By Glen Macnow Inquirer Slaff Wnler A continuing series of innovative television ads by the Walt Disney Co. corners newly crowned athletic champions at their moments of glory to ask: "What are you going to do next?" For Phil Simms, Magic Johnson, Dennis Conner and Brian Boitano, the profitable answer has been: "I'm going to Disneyland." Now Disney is taking its ad campaign one step farther. As part of its $2 million-plus sponsorship of the Temple routed by Tide Tumbles to 0-2 in 37-0 debacle By M. G. Missanelli Inquirer Stall Writer The carrot in front of Temple last night at Veterans Stadium was the chance to join the fraternity that is big-time college football.

But when the night was over, the Owls had failed on two major fronts. They had been clobbered by Alabama, 37-0. But the bigger loss had been at the gate. A game Temple athletic administrators had once hoped would be close to a sellout had drawn only 28,680 fans. How many of them were Temple fans is a matter of debate.

At any rate, what the crowd saw was a show by Alabama that included two touchdowns by Kevin Turner; an electrifying 96-yard kickoff return by Gene Jelks; two field goals, including a 53-yarder, by Philip Doyle, and a 91-yard rushing effort by Bobby Humphrey, a leading Heisman Trophy candidate. Humphrey, who had missed most of Alabama's preseason practices because of a broken jaw suffered in a fracas outside a disco, tied Johnny Musso's school record by scoring his 38th touchdown as the Tide opened its season with a victory. The loss was the second in as many games for the Owls, who suffered their first shutout in 54 games, the last having come at Pittsburgh on Sept. 10, 1983. They managed only 113 yards of total offense, with halfback Todd McNair gaining 39 yards on nine carries.

Matt Baker was 6 for 11 for only 61 yards before leaving with a sprained foot. He is likely to miss Saturday's game at Navy. Temple was on the verge of leaving the field at halftime with a feeling of optimism before Doyle kicked his 53-yard field goal to give Alabama (No. 14 AP, No. 16 UPI) a 10-0 lead with no time remaining on the clock.

An unusual rules interpretation by the officials in the second period also hurt the Owls. Alabama had a third and 1 at its 45 when David Smith handed off to fullback William Kent. Linebacker Lor-(See TEMPLE on 14-G) U.S. Olympic team, Disney has invited all 819 American athletes to a week-long party before they depart for Seoul. At the end, the athletes will gather around Sleeping Beauty's castle, where an off-camera announcer will ask: "Now that you've spent a week at Disneyland, what are you going to do next?" "We're going to Seoul for the gold," the Olympians will shout in unison.

Disney is only one example of how businesses are striving to connect themselves to the American Olympic College football v- 3 Bama ballcarrier Bobby i. mim.ii i s.nm '3r fit' as. Jy fense more so than it has done in recent years. This, no doubt, is out of necessity because of the loss of Thomas. "We're going to do different things on offense and open things up," said Brown.

"We're going to loosen people up and get them to back off our running game." Brown, starter Sean Redman and Leroy Thompson, all of whom spent last year watching Thomas carry the offense, saw plenty of action, as Paterno said they would before the season began. And although only fullback John Greene (55 yards on eight carries) had more than 50 yards rushing, Pa-terno's fleet of runners amassed 237 (See PENN STATE on 10-G) American gymnastics has McDonald's, Konica and Dodge among Its sponsors. Volleyball has Kentucky Fried Chicken, Mizuno and Yugo: Overall, said Mike Moran, a USOC spokesman, 55 benefactors will spend $70 million in support of America's Olympic effort In addition, another 20 companies will spend $15 million for licensing and marketing fees. The sponsors' motives are not exactly altruistic. A recent survey by the magazine Advertising Age found (See SIONSOKS on 8-G) 1 4 it I mf Steffi Graf Defeated Cahriela Sabatini Lendl and mr Wilander gain final By Diane Pucin Inquirer Staff Writer NEW YORK Andre Agassi yesterday found himself facing an opponent who hit his forehand just as hard as he did, moved around the court just as quickly and served with more power and spin.

At 36, Jimmy Connors had been' a little too old to hold off the brash youngster from Las Vegas. But, at 28, Ivan Lendl proved that he was not ready to let some precocious 18-year-old take over his spot as the No.l tennis player in the world. Lendl, the top seed and the three-time defending champion, knocked off Agassi, the No. 4 seed, 4-6, 6-2, 6-3, 6-4, in the men's semifinals of the U.S. Open on the Stadium Court at the National Tennis Center.

In today's 4 p.m. final (Channel 10), Lendl will meet No. 2 seed Mats Wilander, a 64, 6-4, 6-2 winner over unseeded Australian Darren Cahill in yesterday's other semifinal. Lendl defeated Wilander in four sets in last year's Open final, After spending the first set taking the measure of a young opponent he had played only once before, Lendl dispatched Agassi with Agassi had displayed a certain im pudence during his match with Connors in the quarterfinals, mimicking Connors' toweling-off routine. Afterward, he said he had predicted his (See MEN'S OPEN on 19-G) The same story Miscues, walks cause Phils loss By Peter Pascarelli Inquirer Staff Wriler r(, PITTSBURGH If there was any logic or compassion to it all, the Lords of Baseball would allow the Phillies to forfeit their remaining games and forgo the rest of the season.

There's nothing left to find out. The Phils already know that rookies Ricky Jordan and Ron Jones can hft in the majors. They already know that the rest of the jewels recently recalled from their farm system are triple-A players, best. So why go through the drudgery of losing games like last night's 5-1 defeat to the Pittsburgh Pirates? The only remaining question is whether the Phillies will lose 100 games, and that's a statistical indictment this (See PHILLIES on S-C slams 1 Olympic sponsorships have grown to the point that this year's sponsor revenue probably will surpass the $300 million NBC paid for American TV rights to the Summer Games. Adding up all forms of sponsorship, more than 225 firms will spend an estimated $305 million to buy the rights to use the five-ring logo and the word Olympics in their advertisements.

A good chunk of that money will go to the U.S. Olympic Committee and the organizations governing each Olympic sport in this country. By Diane Pucin Inquirer Statf Writer NEW YORK It was a relatively easy backhand passing shot, the kind that Steffi Graf has hit for a winner thousands of time in her young career. But this one was different. It was historic.

It was game, set, U.S. Open and Grand Slam for Graf, a 19-year-old West German with a tennis game of steel and the nerves to match. Graf beat Gabriela Sabatini, 6-3, 3-6, 6-1, yesterday to win her first U.S. Open title and in the process became the third woman, and only the fifth player, to win tennis four major titles the Australian, French Wimbledon and the U.S. Open in the same calendar year.

As the stoic Graf watched her winning shot skip by Sabatini, there was little outward emotion. She strode off the Stadium Court, sat down, toweled off and had to be reminded to get up and greet her jubilant coach, Pavel Slozil, and her father, Peter, who first handed his daughter a sawed-off racket at age 4. Mo Connolly won the Grand Slam in 1953 and Margaret Court in 1970, but neither dominated as Graf has done this season. She breezed through the four Slam events by winning 54 sets, while dropping only two. Only Martina Navratilova at Wimbledon and Sabatini yesterday prevented perfection.

She overcame her toughest competition at the toughest times. Graf beat the supreme baseliner, 33-year-old Chris Evert, 7-1, 7-6 (7-3), in the final of the Australian Open; she defeated 31-year-old Navratilova, 5-7, 6-2, 6-1, in the final at Wimbledon, and she dispatched the young Soviet, Natalia Zvereva, 6-0, 6-0, in the final of the French Open. Perhaps it was just youth, but Graf seemed unable to grasp the importance of her victory yesterday. "Please give me some time," she said. "I have just won a very big tournament and it is too soon to say what this means to me." Wearing a plain white T-shirt and blue jeans at the postmatch news conference, Graf seemed more eager to catch an evening flight home to Bruhl, West Germany, than to celebrate her Grand Slam title.

"Right now, this is more of a relief than anything," she said. "Now, maybe there will be no more questions about the Grand Slam." Right now, there can be no question at all as to who is the best women's tennis player. Graf's forehand is a feared weapon on the circuit, but her game is by no means one-dimensional, as she proved yesterday. With a tricky wind kicking up on the court and carrying some of her forehand shots astray, Graf compensated by using delicate backhand drop shots that caught Sabatini off guard. "That is something I had not seen much from Steffi," said Sabatini, the (See WOMEN'S OPEN on 19-G) Index A complete look at the Eagles-Bengals game, plus the other NFL matchups.

Pages 6-G and 7-G. George Steinbrenner and Dallas Green? Maybe not a match made in heaven, but one that could be made in the Bronx. Frank Dolson on Page 5-G. An engrossing whodunit has taken center stage in Cleveland as observers of the Browns try to figure out who missed the block last Sunday that allowed an injury to quarterback Bernie Kosar. Page 6-G.

Major-league averages. Page 4-G. Peter Pascarelli 3-G Al Morganti 14-G Phillies notes 4-C Horse racing 18-G College football 9-G BenCallawav 19-G Graf her way a grand The Philadelphia Inquirer GHEli LANIfcR Humphrey attempts to ward off defensive tackle Kenyatta Rush. State rips Virginia in opener, 42-14 UCLA 41 Nebraska 28 Notre Dame 19 Michigan 17 Oklahoma 28 North Carolina 0 Auburn 20 Kentucky 10 Washington 20 Purdue 6 Ohio State 26 Syracuse 9 Villanova 30 Bucknell 17 West Virginia 45 Fullerton State 10 Quarterback Tom Bill, making his first start, completed 15 of 22 passes for 179 yards and two touchdowns. He also showed early signs that he is capable of taking control of the offense.

Sophomore Gary Brown, one of three tailbacks Paterno usfed in Thomas' place, scored three TDs, two on runs of 5 and 19 yards and one on a 19-yard pass from Bill. And sophomore fullback Sam Gash scored a pair of TDs on 1-yard bursts. Meanwhile, explosive receiver Michael Timpson, who failed in his bid to make the Olympic track team, scored the first receiving TD of his career on a 5-yard pass from Bill. Overall, Penn State showed a well-balanced attack and varied its of- i' passing game Bengals By Ray Parrillo Inquirer Staff Wriler CHARLOTTESVILLE, Va. There is no Blair Thomas to buttress this young Penn State team when it suffers growing pains.

The great tailback is rehabilitating a blown knee. There are no remnants left from the national championship team of two years ago. If Penn State is to regain its status as a national power, it will have to do so largely with first-time players. And judging rom the way the Nit-tany Lions whipped Virginia, 42-14, in their season opener last night before a record crowd of 45,000 at Scott Stadium, that future looks just fine. In fact, that bright future may be Rutgers stuns 15th-ranked Michigan State From Inquirer Wire Services EAST LANSING, Mich.

Scott Er-ney completed 25 of 36 passes for 239 yards and two touchdowns, and Doug Kokoskic had a key fumble recovery as Rutgers stunned Michigan State, 17-13, yesterday in the opener for both teams. "I feel very humble," said coach George Perles of Michigan State (No. 15 AP UPI). "We lost to a very good football team. They got a good lead in the first half and- hung onto it.

They will some recognition from the win today. It's too bad we have to be the team that gave them that recognition." Tailback Blake Ezor, replacing departed all-American Lorenzo White, gained 196 yards on 33 carries, both (See RUTGERS on 10-G) a major test for Eagles closer than most people think. Joe Paterno, who began his 23d season as head coach, tossed a lot of new parts onto the field against a Virginia team 1-1 that is on the rise under coach George Welsh. And for the most part, those new parts looked well-oiled. 5 ii Brett Mersola Heading toward Rutgers' 2d TD I VYi tm 16 TD passes), the quarterback still threw for 3,321 yards, tops in the AFC.

Last week, Esiason was 17 for 26 for 271 yards and three touchdowns in a 21-14 win over the Phoenix Cardinals. Wide receiver Eddie Brown caught six passes for 143 yards, and tailback James Brooks had 75 yards rushing and 43 receiving. The Eagles consistently foundered against enemy passing attacks last season, and in response, they gorged on defensive backs in the draft. To hear Ryan tell it, the addition of second-round draft pick Eric Allen, the starter at right cornerback, has solved most of those problems. "Eric Allen, I think, has passed all the tesls he has to pass," Ryan said.

"He's one of the best defensive backs (See EAGLES on 7-G) By Bill Ordine Inquirer Staff Writer The Eagles would like to think that they are moving from the adolescence of their development under coach Buddy Ryan into full-fledged maturity. And last week's obliteration of Tampa Bay seemed to indicate that this youthful club is beginning to discover its capabilities. When the Eagles play the Cincinnati Bengals today at Veterans Stadium (4 p.m.), however, they will face a telling rite of passage. The Bengals (1-0), led by southpaw quarterback Boomer Esiason, traditionally have had one the NFL's most potent passing games. Even though Cincinnati staggered to a 4-11 finish last year, and even though 1987 was not a vintage year for Esiason personally (he had 19 interceptions and' I.