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Published July 23, 1996
MCI introduces new TV spots on NBC's telecast. The campaign will be complemented by aircraft skywriting over Atlanta during the event. MCI said it has spent $20M in media alone to run 82 spots during the Games. MCI is also sponsoring 15 prime time vignettes, called the "Last 24 Hours" which features NBC highlights from the previous day (AD AGE, 7/23)....Reebok Int'l has hired The Bonham Group, a Denver-based sports marketing firm, to evaluate its Atlanta sponsorship presence (The Bonham Group)....New Balance will keep the three story building next to Centennial Park that it bought and renovated into a hospitality area. They will now rent it to other companies as hospitality space for conventions and other trade shows. New Balance has invested $3M into the building (ATLANTA CONSTITUTION, 7/23)....Swatch watches with Annie Liebovitz photos on the band and face are selling strong at Centennial Park. They are also available at Macy's (USA TODAY, 7/23)....Sources say Swatch is close to signing a deal with Sydney 2000 officials to renew their sponsorship. They would join McDonald's and Coca-Cola, who have also made commitments past '96 (Dottie Enrico, USA TODAY, 7/23)....Nielsen's top advertisers for coverage of Sunday's NBC's telecast include McDonald's, Coca-Cola Classic, and UPS. McDonald's aired seven ads; Coca-Cola had 5, and UPS ran 5 (USA TODAY, 7/23)....The PHILADELPHIA DAILY NEWS' Ed Moran looks at athletes and the difficulty in achieving commercial success: "All the right factors will have to fall into place in an exact order before ... [companies] start tossing paychecks." Marketers agree TV coverage is essential. ISI VP Steve Rosner: "An athlete might have a great underlying story, but because of the lack of coverage, during or before the Games, it might get lost" (PHILA. DAILY NEWS, 7/23)....Atlanta-based UPS' Olympic sponsorship is profiled in the ATLANTA CONSTITUTION. In two years, UPS has invested nearly $100M in its Olympic marketing program. UPS Dir of Business Development John Alden said the company is in the final stages on deals for Nagano and Sydney (ATLANTA CONSTITUTION, 7/23).