Lochte To Remain In Charity Swimming Event Preparations For Tokyo Games Begin In Earnest Golf In Rio Draws Widespread Acclaim Lochte Likely To Face Punishment From USOC Rio Controversy Could Follow Bentz, Conger NBC Called Out For Buying Lochte's Story Media Buyers OK With NBC Ratings Shortfall Team USA Dominates Rio Medal Standings Bach Has No Regrets About Rio Tokyo Offers Glimpse Of Its Plans For Games
USOC LOOKS TO BUILD BRAND WITH OFF-YEAR OLYMPIC CUPS
Published November 17, 1997
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).