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         With budget shortfalls expected after the '96 games, the
    USOC is looking for ways to make ends meet without cutting
    programs for athletes.  "Ironically, having the '96 Olympics in
    the United States has drained the well."  Because the Atlanta
    games were sold so vigorously, major advertisers such as
    McDonalds and Anheusier-Busch, who paid record amounts for
    sponsorships, likely will not be so generous when it comes to
    writing checks for Olympic sponsorships in Japan in 1998 and
    Australia in 2000.  As a result, everything from sports medicine
    and science research cutbacks to fielding smaller teams could be
    the consequence.  The only thing that is safe is money for top
    athletes.  "Operation Gold," a program that rewards medal winners
    with cash, will not be cut.  Who will suffer?  Most likely "raw
    athletes who may not have the potential to be the next Carl Lewis
    or Jackie Joyner-Kersee."  US Skiing President Mike Jacki:  "The
    opportunity to support elite athletes is going to be cherished.
    But we won't be able to go down the rank and file and provide the
    type of support that we did in the past."  The USOC hopes to pick
    up the slack through a number of ways including private
    donations, federal and state tax form write offs, and perhaps
    state lotteries.  US Skiing's Jacki thinks it will make the
    organization stronger: "I can't think of any business that hasn't
    had to go through this" (Melissa Turner, ATLANTA CONSTITUTION,
         NEW SPONSOR:  Borg-Warner signed on as an Olympic sponsor
    and will provide security guards for the '96 games.  The
    company's Wells-Fargo and Burns Int'l units will supply ticket
    takers, ushers and guards for venues, the village and ACOG
    offices (Ron Martz, ATLANTA CONSTITUTION, 12/13).
         DELEGATES TOUR:  IOC and ANOC officials spent Monday touring
    Olympic sites (ATLANTA CONSTITUTION, 12/13).  Issues to be
    discussed this week include the worries about running the '96
    marathon in the heat, slow preparations for the '96 sailing
    venue, and presentations from candidates for the 2002 Winter
    Games (Ben Brown, USA TODAY, 12/13).

    Print | Tags: Anheuser Busch, IOC, Olympics, USOC
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