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ARE ACOG'S NARROW SPONSORSHIPS CREATING INTERNAL AMBUSHES?
Published April 25, 1995
There are "growing concerns" among Olympic sponsors that ACOG's need for more money to stage the $1.6B event, will "create an environment that fosters ambush activity," according to Jeff Jensen in the current issue of AD AGE. Companies such as IBM feel that ambush marketing "from within" is a very big concern. Elizabeth Primrose-Smith, Dir of Worldwide Olympic and Sports Operations for IBM: "They're trying to slice this roll of bologna as thin as they can, so we're all smacking up against each other." Tom Carmody, Senior VP/GM North America for Reebok: "You're never really sure with the Olympics just how many categories they have to sell." A joking Carmody: "The Olympics will create a new category for you. 'Athletic footwear is gone, but gee, we don't have (a sponsor for) technical fabrics in midsoles. How about a million dollars for that?'" However, Jensen reports that ACOP countered "the oft-used and less ethically troublesome" tactic of sponsoring individual sports federations "by coordinating these sponsorship sales with its own" (ADVERTISING AGE, 4/24 issue). ASICS AT INT'L PLAZA: Asics Corp. will create a sports marketing and events center at Atlanta's Int'l Sports Plaza. The area will be the company's "focal point" for marketing and Olympic-related activities (Asics). TICKET TALK: The status of tickets to the '96 Games is examined in this morning's WALL STREET JOURNAL. In the "long line for Olympic tickets," the general public is "just one of the many constituencies" ACOG has to serve. The "pecking order": IOC, the national Olympic committees, the int'l sports federations, corporate sponsors, host hotels, licensees, broadcast-rights holders, dignitaries, Americans with disabilities, special corporate package purchasers, Braves season-ticket holders ... and "finally the American public." Asked how many of the 83,000 plus tickets will be available for the opening ceremonies, an ACOG spokesperson replied: "I have been told I'll lose my job for answering that question" (Emory Thomas, WALL STREET JOURNAL, 4/25).