SBD/2/Olympics

OLYMPIC SPONSORSHIP MOMENTS: SPORTS ILLUSTRATED

     Sports Illustrated has been an Olympic sponsor since the '80
Winter Games and became one of the IOC's charter Top Worldwide
sponsors in '88.  According to Assoc. Publisher/ Olympic Dir Tom
Hickey, SI uses its sponsorship to solidify and increase its
subscribers in the U.S. and Canada.
COMPANY:       Sports Illustrated
STATUS:        Top Worldwide Sponsor ($40M+)
CATEGORY:      Official Souvenir Program
EXCLUSIVITY:  Rights for all periodicals, including newspapers,
magazines, free-standing inserts and special ad sections.  The
exclusivity in distribution is limited to Olympic venues.  The
press room does not fall under that exclusivity.  They are still
negotiating on distribution rights for the Olympic Village.
     IN-KIND Produce the souvenir program.  Both SI and SI
     SERVICES: FOR KIDS will advertise ACOG's Olympic coin and
brick programs.  They will also provide ACOG some direct mail
cooperation that will combine aspects of selling tickets.  SI
will also distribute over 5 million copies of their spring '95
catalog that will feature Olympic-themed merchandise.
     ON SITE Besides ACOG banner advertising that ID's the
     PRESENCE: major sponsors, SI will not have an Atlanta-based
ad campaign/presence.  Besides the souvenir program, SI will
publish a daily magazine-quality publication for all 17 days of
the Games.  The daily Olympic SI will primarily be distributed in
Atlanta, but SI is looking at possible wider distribution.  The
daily issue will also be available on SI's service on Compuserve
and the Web.
OTHEROlympic-themed products from SI will debut
ACTIVITIES:July '95 with a special section in the July 22 issue
that will feature all Worldwide and Atlanta sponsors.  Beginning
in January '96, SI will begin its monthly "Olympic Pathways"
series, featuring different Olympic sports. The July 15, 1996
issue will include a viewers' guide leading up to the July 17
SITV special.  The July 22 issue will be the official preview
issue profiling the teams and athletes to watch.  The July 29,
August 5 and August 12 issues will cover the games.  Two days
after the Games, SI will begin distribution of the official
commemorative magazine.  NBC has the videotape rights.
USE OF RINGS: SI has developed a composite logo that incorporates
the Rings.  That logo will be merchandised in some way.  SI
editors can use the Rings in the weekly at their discretion.
NEW PROGRAMS: SI has two internal programs.  One will award five
trips to Atlanta from a drawing.  To get their name in the
drawing more than once, the SI employee must make a $25-50
donation to the USOC.  For each $25, that employee gets another
chance at the drawing.  SI will match all donations.  Also, SI
has purchased a brick for every staff member of SI and SI For
Kids.  There will be a special SI section of bricks in the
Olympic Park.
TV AD TIME:SI has not announced plans for spots on NBC.
TOTAL BUDGET: No estimate was provided, but Hickey did note that
it is generally understood that in order to use any sponsorship
properly, a company must spend at least double than what it paid
for the sponsorship rights.
(Source:  Associate Publisher/Olympic Dir Tom Hickey).
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