As reported earlier, John Hancock has extended its worldwide
IOC sponsorship.  According to the BOSTON HERALD, the new pact
locks John Hancock in as a "top sponsor" at the "bargain price"
of $28M for both Nagano '98 and Sydney 2000. Hancock is believed
to have spent around $24M for its sponsorship of Atlanta and
Lillehammer.  The deal also allows the company to extend its
sponsorship beyond the life insurance category into mutual funds,
pension, annuities and long-term care products.  Hancock Senior
Exec VP David D'Alessandro said the company will continue to keep
the "hype" surrounding Olympic marketing efforts to a minimum.
D'Alessandro:  "It's a balancing act between making sure people
know you are involved versus hitting them over the head with your
involvement until they become numb" (Steff Gelston, BOSTON
HERALD, 7/31).
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