Nike is in discussions with the IOC "to forge a broad
relationship" that could make it a "major advertiser" during
the 2000 Sydney Games, according to Chuck Ross of AD AGE.
One exec close to the talks said Nike "could become an
official Olympic sponsor." But Nike "wants assurances it
could use Olympic athletes" in commercials during the Games.
IOC rules "forbid the use of Olympic athletes in commercials
shown during the Games unless a waiver is granted." A Nike
exec acknowledged the IOC talks, but said it was "unclear
how extensive an alliance will be formed." In other Olympic
news, Ross reports that the Sydney Games "should have their
share of ambush advertisers." AT&T and Coca-Cola are
official sponsors of the Games that have "committed to major
ad purchases on NBC," but have "passed on buying Olympic
packages" on NBC's O&Os. NBC, which has 13 stations,
including six in the top eight U.S. markets, is "shopping
local packages to other advertisers." PepsiCo or Cadbury
Schweppes are believed to be in talks with NBC, and one NBC
GM said, "We have a deal on the table with another company
in the soda-pop category for nine stations" (AD AGE, 3/22).