As part of its "biggest ever official Olympic
sponsorship," Nike will replace Reebok (see THE DAILY, 12/8)
in providing gear for Australia's athletes during the 2000
Games as part of a multi million-dollar deal, according to
Andy Dworkin of the Portland OREGONIAN. In the past, Nike
has "avoided making big marketing deals with national
Olympic committees," and instead, has run marketing efforts
connected to the Games, "but not officially sanctioned by
them." But Nike execs "think that by outfitting the home
team in Sydney," it will get "a lot of exposure for their
money." Nike Sports Marketing Dir Ian Todd said that the
country that hosts the Games "usually fields the biggest
team of athletes." In the deal that Todd characterized as
worth "several million dollars worth of goods," Nike will
provide clothes for Australia's teams in the 2000, 2002 and
2004 Games. Nike will get to use the Olympic rings only in
Australia and on the Internet (OREGONIAN, 12/13). In Salt
Lake City, Mike Gorrell reports that Nike "has been
anathema" to the IOC, only "supporting individual athletes"
(SALT LAKE TRIBUNE, 12/13). Todd: "We've endorsed athletes
in the past, but this is the first time we've embraced the
games as well as athletes." He said that the IOC's reforms
"were instrumental" in Nike's support of the Games (WALL
STREET JOURNAL, 12/13). IOC Senior VP Kevan Gosper said
Nike's deal showed that "sponsors still have the confidence
in the Olympics." Gosper: "Reebok was a good deal -- we
were surprised that they pulled out [--] but Nike couldn't
get in quickly enough" (AAP, 12/13).
