S.F. Begins Effort To Land '24 Games IOC's Bach: Reform Will Make Bid Process Friendlier IOC Releases Reform Agenda IMG's Montag Firming Own Consulting Firm USOC Looks For More Content Around Games Beijing Seen As Front-Runner For '22 Games Giants' Baer Leading Bay Area's '24 Bid ASU Radio Voice Stays After School Drops IMG ASU, IMG Officially Part Ways IMG To Countersue ASU If Resolution Not Reached
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).