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Olympics

SPONSORSHIP NOTES: KODAK LEFT OUT OF PICTURE

     Eastman Kodak had rented space in CNN Center, but after the
GM tent went up across the street, security officials have been
diverting pedestrians away from the Kodak entrance.  Kodak
Regional Dir/Olympic Programs Richard Diggleman:  "We were cold-
cocked" (BOSTON GLOBE, 7/19).... CNBC's Susan Lisovicz examined
the potential for ambush marketing in Atlanta.  She noted that
ACOG has a staff of 200 who will be on the look-out for ambush
ads ("Sports View," 7/18)....Sara Lee (through its Hanes and
Champion divisions) expects sales of $500M from the Games, and
company officials report they are already 70% to that goal.  Sara
Lee expects to make roughly 10% of its sales during the two weeks
of the Games, with the rest during the next six months.  Sara Lee
will sell Olympic merchandise through a partnership with Wal-
Mart, and the CHICAGO SUN-TIMES notes to expect an in-store
promotion with McDonald's featuring Hanes t-shirt giveaways (Jim
Kirk, CHICAGO SUN-TIMES, 7/19). ....Anheuser-Busch plans to spend
a third of its $300M sports ad budget during the Games, while
Reebok has purchased 80 30-second spots (BOSTON GLOBE,
7/19)....Visa will host the "Olympic Reunion Center," and "oasis"
for Games alumni (Visa)....ADWEEK Editor Jim Osterman:  "You
can't swing a dead cat without hitting a logo."  The ORANGE
COUNTY REGISTER's Barbara Kingsley notes that Coke "is king"
(ORANGE COUNTY REGISTER, 7/19)....UPS will air three new Olympic-
related spots during tonight's NBC coverage with the theme, "No
ordinary delivery."  Ammirati Puris Lintas, New York, created.
Oldsmobile will use the Games to debut its Bravada sport utility
vehicle.  Leo Burnett USA created (AD AGE ONLINE, 7/19)....A
survey by Baltimore ad and p.r. firm Eisner & Associates shows
32% of people plan to watch all or most of the ads during NBC's
coverage (L.A. TIMES, 7/19).
     "MUST READ" FROM THE JOURNAL:  The WALL STREET JOURNAL has a
special section in today's edition called, "The Money Games."
Stories include:  A breakdown on the financing of the Games and
the various Olympic committees and partners; "Going for the
Gold," which previews the likely athletes to garner major
endorsement deals; "Lord of the Rings," a profile of the IOC's
Dick Pound and his role in garnering unprecedented TV rights
fees; "The Big Hustle," a profile of Atlanta from native John
Helyar; "Running the Business," on the selling of Michael
Johnson; "The Bottom Line," an evaluation of sponsorships; "Sell,
Sell, Sell!," a look at licensing and merchandising; "Opportunity
Knocks," on local entrepreneurs; and "The Turning Point," a
historical look at the '76 Montreal Games and the commercialism
that has grown since then (WALL STREET JOURNAL, 7/19).
     HERE'S TO THE WINNERS:  The ATHLETES chosen most likely to
succeed by the WALL STREET JOURNAL:  Cyclist Lance Armstrong,
swimmers Tom Dolan, Gary Hall and Janet Evans, soccer player Mia
Hamm, track stars Jackie Joyner-Kersee and Dan O'Brien,
basketball players Lisa Leslie, gymnasts Dominque Moceanu,
volleyball star Kent Steffes and boxer Antonio Tarver.  Medal
faves, but endorsement longshots:  wrestler Bruce Baumgartner,
table tennis player Jim Butler, shot-putter John Godina, and
fencer Ann Marsh.  The  COMPANIES that should be winners:  Sara
Lee (through apparel sales), Swatch (official timer will get
mentions on NBC), John Hancock (internal marketing success), Visa
(may have won Olympic battle over AmEx), Nike (perceived as an
Olympic sponsor).  Possible losers:  GM, BMW, Nissan (most
cluttered category), Texaco (Olympic trials were backed by
Mobil), UPS (latest in long line of category sponsors), United
Airlines (shares sponsorship with hometown company, Delta),
Bausch & Lomb (internal problems have caused problems with
sponsorship) (WALL STREET JOURNAL, 7/19).

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