Sports legends form online retailer

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Most Popular, Chicago, a major new Internet sports merchandise and apparel business, was announced today, headed by sports greats John Elway, Wayne Gretzky and Michael Jordan. Former Sears, Roebuck & Co. and AutoNation executive John Costello will be the company's CEO, with Mr. Elway serving as chairman. Messrs. Jordan and Gretzky become board members. also announced a four-year, $85 million advertising and promotional deal with CBS Corp., which, in return, will get an equity stake in the new company. Additionally,, in a 10-year, $120 million deal, will acquire and operate the online retail business of, which runs CBS Sportsline. will get an equity interest in

Copyright December 1999, Crain Communications Inc.

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