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DOES NIKE WANT APPROVAL TO USE ITS ATHLETES IN OLYMPIC ADS?

          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). 
     

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