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OLYMPIC SPONSORSHIP MOMENTS: SPORTS ILLUSTRATED
Published May 2, 1995
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).