OLYMPIC EXECS LOOK TO CLOSE AMBUSH MARKETING LOOPHOLES

     The IOC is examining ways to close loopholes that can allow
for "over-commercialization" and for non-sponsors to "undermine,
if not ambush," their marketing partners, according to Jeff
Jensen in ADVERTISING AGE.  This comes as IOC execs say potential
sponsors "expressed wariness" about buying into long-term, $100M-
plus sponsorship packages after seeing the "uglier aspects of
Atlanta's marketing spectacle."  Much of the IOC's frustration
from Atlanta stemmed from the city hiring a marketing firm to
sell vending rights to its parks and street corners, creating the
perception to some of a "flea market."  IOC VP Dick Pound said
future contracts with host cities will require that all marketing
and signage programs be approved by the IOC.  The USOC,
meanwhile, wants to make it more difficult for non-sponsors, like
Nike, to detract from sponsors.  Among changes sought: limiting
the use of athletes in publicity during the Games and curtailing
the marketing rights that NOCs like U.S. Track & Field can offer
(AD AGE, 8/19 issue).