SBD/17/Olympics

Print All
  • USOC LOOKS TO BUILD BRAND WITH OFF-YEAR OLYMPIC CUPS

              The USOC "will package off-year athletic competitions
         under the Olympics aegis for its largest sponsors beginning"
         in '98, according to Terry Lefton of BRANDWEEK.  The events, 
         called the "Olympic Cup," may also "help head off ambush
         activities" by each sport's NGB.  Worldwide TOP Olympic
         sponsors and OPUS sponsors "will be provided with customized
         programming that would match specific countries against the
         U.S." and be created with the cooperation of the NGBs in
         each sport.  TV will be provided by IMG's TWI.  One example
         is a possible U.S. vs. Russia track meet with the
         cooperation of USAT&F.  Lefton: "While some sponsors are
         said to have been cool to the idea out of fear it may dilute
         the Olympics, many welcomed it as an alternative to the
         Olympic festival, which did serve their needs as a national
         marketing platform" (BRANDWEEK, 11/17 issue).
     
    

    Print | Tags: IMG, Olympics, OPUS, USOC
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug