The "commercial exploitation of sports" is examined in the
current BUSINESS WEEK by David Greising. Worldwide corporate
spending on sponsorships alone this year should reach $13.5B, and
the "growth in the big bucks being thrown at sports shows no sign
of slowing." Many corporations say the money is well spent.
David D'Alessandro, Dir of John Hancock's Olympic program: "If
you do it right, it will result in increased awareness among
customers, and insulate you from some of the one-time promotions
of your competitors" (BUSINESS WEEK, 7/29 issue). But, in an op-
ed, Council of Foreign Relations senior fellow Michael Clough
warns that "fans may strike out as U.S. sports go global." The
profits when a truly global market for major league sports
develops "are certain to be huge" and the "real bonanza will come
as ESPN and other networks expand their reach into foreign TV
markets." But as franchises "reap ever greater returns by
reaching into global markets, they will become ever less
dependent on local fans and local revenues" (RICHMOND TIMES-
DISPATCH, 7/21).
