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AVON TO SIGN "AMBITIOUS" INITIATIVE FOR ATLANTA GAMES?
Published February 21, 1995
Avon is close to completing its most "ambitious event- marketing initiative ever" by signing a "surprise sponsorship" of the '96 Summer Games in Atlanta, according to Terry Lefton in this week's BRANDWEEK. Sources familiar with the deal put the price tag at $8M, with ACOP granting Avon "rights to Olympic Rings," and Atlanta's Olympic flame logo. Avon also plans to increase its Olympic effort overseas, where sales now account for around two-thirds of overall revenues, by purchasing sponsorships from at least eight more countries -- in Europe, Latin America and Asia. Avon is reportedly looking for an ex-Olympian spokesperson for a "campaign with an expected theme of women, teamwork, and achievement." According to Lefton, the sponsorship "furthers Avon's attempts to position itself as THE women's company, as Avon hopes to "launch a series of Olympic-themed health and beauty product lines" (BRANDWEEK, 2/20).