FAIRFIELD, October 6—Consumer public relations firm Coyne Public Relations has launched a new sports division, PrimeTime Sports Communications. The launch formalizes a practice in which Coyne has an impressive track record, having recently handled Nabisco’s NASCAR sponsorship, Oreos’ relationship with the late Dale Earnhardt, Planters NFL promotions, Bubble Yum’s World Series events, The A&P Tennis Classic and Fan Guides sports publications.   
According to agency president Thomas Coyne, many non-traditional companies and brands have been showing an interest in the athletic arena, and sports-related programs accounted for about 25 percent of the firm’s revenues last year.
“For years, the buzz word has been integration, with clients calling for full-service generalists, but we’ve seen a backlash,” says Coyne. “Today, our clients are calling for specialization. The days of major agencies providing comprehensive communications services are being rapidly replaced with the need for specialized experts.”
Richard Lukis, who formerly served as the director of communications for the senior men’s professional tennis tour, will be president of PrimeTime Sports Communications. In a 10-year career,
Lukis has overseen PR programs for some of the country’s most prominent sports properties including Miller Brewing’s relationship with the NFL, FedEx’s involvement in motor sports, and Avon Products’ global women’s running program.
Lukis is joined vice president Kevin Lamb, who has managed campaigns for such companies as Wilson Sporting Goods, Perrier/Poland Spring, and Chase Bank.