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SARA LEE LOOKS TO KEEP OLYMPIC TEAM AFTER THE GAMES
Published March 20, 1996
Sara Lee Corp., a $65M U.S. sponsor and licensee of the '96 Games, is considering keeping its Olympic marketing unit in place after Atlanta as an "entertainment/sports marketing resource" for its various divisions, according to AD AGE. Execs within the Sara Lee Olympic group are currently "evaluating the effectiveness" of the unit, which identifies and coordinates marketing opportunities for their apparel and packaged meat brands. Sara Lee wants to remain involved with the Olympics for the next eight years, and those talks will determine how and if the unit is extended. Jeff Bliss, President of Sara Lee's Olympic Partnership: "We don't know structurally what it would look like yet, but the attitude here is to take what we've learned from the Olympics and invest it into current and future sports and entertainment marketing programs" (Jeff Jensen, AD AGE, 3/18 issue).