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SBD/3/Sponsorships Advertising Marketing
NIKE BUYS TITLE-SPONSORSHIP RIGHTS TO WORLD MASTERS GAMES
Published March 3, 1997
Nike is "lending" its name to the Nike World Masters Games, a 14-day multisport event for athletes age 30+, according to Melanie Wells of USA TODAY. Co-hosted by the city of Portland, OR, the World Masters Games are scheduled for August '98. Wells notes that Nike's title sponsorship costs $3.5M, and Games GM Doug Single is searching for other sponsors to bring in a total of $20M. United Airlines "will be affiliated," and Single is "courting" Coca-Cola, PepsiCo, Sun Microsystems and IBM, among others (USA TODAY, 3/3).