Lazarus Says Rio A Financial Success For NBC Salt Lake City Leads Rio Ratings Lochte To Remain In Charity Swimming Event NBC Touts Digital Presence From Rio Rio Rating Lowest Since Sydney In '00 NBC Wants Premium On "TNF" Ads LeBron "Would Love" To Own NBA Franchise Preparations For Tokyo Games Begin In Earnest Golf In Rio Draws Widespread Acclaim New Orleans Officially Hosting '17 NBA ASG
REEBOK GIVES FINAL OLYMPIC PUSH TO CARRY THROUGH CHRISTMAS
Published June 4, 1996
Reebok will "ramp up" its Olympic campaign for the NBA Finals and into the Games with $35-40M in outlays domestically and overseas. The campaign is designed to build momentum for a unified second half push through Christmas, according to BRANDWEEK. Reebok's Olympic campaign will "unleash" Reebok's endorsement stable with Emmitt Smith interacting with 19 athletes, including a cameo of Shaquille O'Neal in his summer film role, "Kazaam." Media will include Reebok's $20M exclusivity on NBC's Olympic coverage, as well as radio and $6-9M on local Olympic coverage overseas (BRANDWEEK, 6/3 issue). YOUR PLANET, THEIR CLOTHES: Reebok will sponsor 45 countries in Atlanta through its "emerging markets" program; seven NOCs, and a number of teams including the Chinese, Dutch, and Swedish track teams, the South Korean basketball team and the U.S. gymnastics and handball teams (Reebok).