Coca-Cola plans to leverage its more than $100M in Olympic
media and sponsorship outlays in '96 with a variety of big
events, including the creation of a Coca-Cola Olympic City in
Atlanta.  A Coca-Cola spokesperson said that the park will
feature attractions enabling visitors to participate vicariously
in the Games: "We are considering it.  But we have made no
commitments."  Executives familiar with the theme park plan said
Coca-Cola hopes to make it not just a promotional event, but a
genuine business, charging an admission price of $25 per person.
With projections of 10,000 and 15,000 attendees daily, executives
believe the Olympic City could make as much as $375,000 daily --
or about $6.4M during the 17 days of the Summer Games (Joe
Mandese, AD AGE, 10/17 issue).

     Eastman Kodak has become the first int'l sponsor of the '98
Winter Games in Nagano, Japan, making them the "Official Imaging
Sponsor of the Games."  As a sponsor, Kodak will "provide
products and services designed to meet a variety of imaging
needs," including processing rolls of film, the production of
prints for photojournalists, and "digitally" transmitting images
all over the world.  Kodak CEO George Fisher: "We are very
pleased to be the first international sponsor of the Nagano
Games" (Kodak)

     With 21 months to go before the 1996 Olympic Games, NBC has
sold virtually all of the official sponsorship positions
available on its 17 days of media coverage.  Media buyers
estimate NBC is way ahead of schedule, racking up more than $300M
toward its goal of $600M in '96 Olympic revenues.  NBC now must
convince non-Olympic sponsors to purchase spots, which typically
run at $400,000 for a 30-second prime-time spot.  An agency media
executive representing a number of Olympics-related clients said
that the sale of the final 20% of spots will be difficult: "And
that $120 million is where NBC's profits will be" (Joe Mandese,
AD AGE, 10/17 issue).

     Reebok signed an estimated $25M deal with NBC to be the
exclusive athletic shoe advertiser on NBC's '96 Summer Olympic
broadcast.  Reebok has yet to sign on as a national sponsor of
the Atlanta Games, but, according to Reebok spokesperson Dave
Fogelson, negotiations are continuing with ACOG and the USOC.
Nike sponsors the U.S. Track & Field team.  Reebok joins Coke,
Anheuser-Busch, GM and McDonalds as NBC sponsors (Melissa Turner,
ATLANTA CONSTITUTION, 10/18).  Reebok was an official broadcast
sponsor of NBC's coverage of the '88 and '92 Summer Games
(REEBOK).