SBD/20/Sponsorships Advertising Marketing

SARA LEE LOOKS TO KEEP OLYMPIC TEAM AFTER THE GAMES

     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).
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