South Korea-based Samsung Electronics announced it
would invest $200M in the 2000 Olympics "in a bid to boost
its brand image," according to the FINANCIAL REVIEW. A "key
to the investment" is a global marketing program that "will
roll out across" 40 countries to promote its wireless
technology solutions. Samsung "will provide" about 25,000
mobile phones, two-way radio system terminals and pagers
throughout Sydney. Samsung also "plans to build" a center
to "allow athletes to meet their families." Samsung VP Il-
Hyung Chang said that the "marketing initiative was expected
to boost" Samsung's brand image up to 5% annually "and flow
on to significantly increased sales." Chang added that
Samsung is "seriously considering a similar level of
sponsorship" for the 2004 Olympics (FINANCIAL REVIEW, 9/7).
Samsung "formally kicked off its campaign" in Sydney this
week "and plans to run it" until October 2000 (WALL STREET
JOURNAL, 9/10). About 25% of the $200M "will be spent" in
Australia. Samsung is "expected to extend" its sponsorship
as a TOP sponsor for "another four-year period" after the
2000 Olympics (AAP, 9/6). Samsung has become the official
Wireless Telecom Equipment Partner for the USOC, and the
first sponsor of the USOC's Community Olympic Development
Program, an initiative to bridge introductory sports
programs and elite national team programs. Michael Johnson
will be Samsung's U.S. spokesperson (Samsung).
TASK FORCE: USOC President Bill Hybl has named a blue-
ribbon task force to evaluate recommendations made by
McKinsey & Co to the USOC: USOC Treasurer Jim Morris was
named Chair and USOC VP Paul George was named Vice Chair.
Also named were USOC Public Sector Member Dr. Gwendolyn
Baker; NGB Council Chair Dale Neuburger; and Athletes'
Advisory Council member Jeff Benz. Hybl also named Sandy
Knapp to the CEO Search Task Force (USOC).
CHARLES IN CHARGE: The USOC named artist Charles
Fazzino as an official licensee to create artwork depicting
Team USA's participation in the 2000/'02 Games (USOC).
