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DETAILS ON HANCOCK SPONSORSHIP EXTENSION
Published August 1, 1996
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).