The IOC is about to re-sign TOP sponsor Visa "to a
major marketing deal," according to Linda Fantin of the SALT
LAKE TRIBUNE. Visa, a sponsor since '86, will be the
"fourth global sponsor to lend support to the Games,"
joining Coca-Cola, Sema and Time/Sports Illustrated which
have signed new contracts "for Salt Lake City and beyond."
Details of the pending Visa deal "were not available," but
TOP sponsorships "typically are worth at least" $50M in cash
and services and extend through two or more Olympics. In
addition, the USOC announced that the marketing research
firm of Harris Interactive will "conduct online and
traditional polls about the Olympics and the Olympic brand
through 2004." Fantin writes that the deal with Harris,
which marks the Games' "first-ever consumer research
supplier, is part of a strategic shift in Olympic
marketing." The IOC and USOC are now "starting to do their
own research and promote their own brands." USOC Deputy
Exec Dir of Marketing Dave Ogrean: "The USOC has made a much
greater commitment to research in the last couple years than
it ever had before. The relationship with Harris
Interactive is going to be a vital part of that." Fantin
adds that the research will also aid in image-building and
fund-raising campaigns (SALT LAKE TRIBUNE, 10/26).
