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  • IOC CHOOSES FOUR FINALISTS FOR WINTER 2002

         As expected, the IOC named Ostersund, Sweden; Salt Lake
    City, Utah; Quebec City; and Sion, Switzerland as the four
    finalists for the 2002 Winter Games (THE DAILY).  Tom Welch,
    president of the Salt Lake Bid Committee, said yesterday the city
    would not bid again if "this campaign comes up empty." Welch said
    the reason would not be for "lack of feeling for the Olympic
    movement," but rather the fact "that for 10 years now we have
    drawn on the resources of our community to fund this campaign.
    ... We'll take a breather.  We'll let someone else carry the
    baton."  Salt Lake lost the '98 bid, but is the "favorite" to
    land the 2002 Games.  For the two campaigns, Welch said the bid
    committee has spent close to $14M in private funds to land the
    Games.  The four finalists now have five months to "make final
    pitches and entertain visiting IOC representatives before the
    full IOC elects the winner in Budapest, Hungary on June 16
    (Melissa Turner, ATLANTA CONSTITUTION, 1/24).
    

    Print | Tags: IOC, Olympics
  • IS COCA-COLA'S STRATEGY FOR '96 SUMMER GAMES "PARALYZED"

         The "struggle" to define Coca-Cola's Olympic role in Atlanta
    -- "how much or how little it should do, how visible or how
    subtle its presence" -- is examined by Melissa Turner of the
    ATLANTA CONSTITUTION.  The "indecisive" mood of the company has
    "clearly created an institutional identity crisis."  For example,
    Coca-Cola has bought 12 acres of downtown real estate next to
    Olympic Park, "but hasn't decided what to do with it."  The
    company has bought $60M worth of ad time during the Games on NBC
    "but has yet to create any Olympic TV ads."  They are
    contemplating whether to sponsor the $12M Olympic Torch relay,
    the three-month pre-Olympic tour of the country.  The company
    would like to follow up on its TV sponsorships of the '94 Super
    Bowl and the World Cup, but "they don't know what to do with it
    at the Olympics."  The company made a switch in its "leadership
    of the Olympic team" by hiring Stu Cross to run its Olympic
    program and serve as VP and Dir of Worldwide sports.  Overall,
    the company is investing a "staggering" $200M in sponsorship
    fees, advertising, promotions, and hospitality, and it "must make
    this record investment pay off."  Turner writes the company also
    faces the difficulty of marketing the Games in Atlanta, "the
    hometown it has been grooming for decades for this debut on the
    world stage."  Cross admits the challenges, adding: "I don't
    think any company can possibly live up to every individual
    expectation" (Melissa Turner, ATLANTA CONSTITUTION, 1/21).
    

    Print | Tags: Coca-Cola, NBC, Olympics
  • NATIONSBANK HEADS UP OLYMPIC EMPLOYEE SUPPORT PROGRAM

         NationsBank has created the NationsBank Association Olympian
    Support Program, a "perk which give employees and their spouses
    time off to train and money to travel to competitions."
    NationsBank is a corporate sponsor for the '96 Games, and won't
    reveal how much it is paying to support its employee/athletes.
    Heidi Gomula, NationsBank VP Sports Marketing: "The program is
    another opportunity to recognize our associates and it motivates
    them to get excited about our Olympic sponsorship" (KNIGHT
    RIDDER, 1/22).
    

    Print | Tags: Bank of America, Olympics
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