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D'ALESSANDRO PUTS HIS JOHN HANCOCK ON TOP OLYMPIC DEAL

          In "what is sure to be called a turning point in the
     Olympics credibility crisis, John Hancock Mutual Life
     Insurance Co. has agreed to throw its financial support
     behind the 2002 Winter Games and beyond," according to Linda
     Fantin of the SALT LAKE TRIBUNE (See THE DAILY, 2/11).  The
     deal was announced by IOC members, who are meeting in Sydney
     this week.  The four-year deal, which runs through the 2004
     Games in Athens, costs "at least" $50M.  IOC Marketing Dir
     Michael Payne said that John Hancock signed on at "an
     increased price over its previous commitment, [belying] the
     notion" that the Olympic bid scandal has "cheapened the cost
     of a sponsorship" (SALT LAKE TRIBUNE, 2/15).  The WALL
     STREET JOURNAL's Walker & Copetas value the pact at "about"
     $52M.  Analysts said the figure would "represent a discount
     for Hancock," as the IOC has asked sponsors for as much as
     $60M for four-year deals (WALL STREET JOURNAL, 2/15).
          BACK ON BOARD: Walker & Copetas call the deal "a
     milestone for the IOC" after last year's bribery scandal and
     the criticism of the IOC and calls for reforms by Hancock
     President & COO David D'Alessandro (WALL STREET JOURNAL,
     2/15).  IOC VP Dick Pound said the new deal shows that
     Hancock is "satisfied with the reforms that were instituted"
     (USA TODAY, 2/15).  In a statement, D'Alessandro said, "We
     believe that with its reform vote in December, the IOC has
     addressed [the reform] issues.  Its members listened to
     voices for change from inside and outside the organization"
     (AP, 2/15).  In L.A., Alan Abrahamson writes that the "irony
     in the announcement is inescapable," considering
     D'Alessandro's "persistent criticism last year" (L.A. TIMES,
     2/15).  Fantin writes that the value of this deal will "be
     measured in public relations points" with D'Alessandro
     returning.  Univ. of OR's Warsaw Sports Marketing Center Dir
     Rick Burton: "Here's their biggest critic and he came
     around. ... People will say, 'Hey weren't you the guy
     complaining some months back?'  But he's been very sincere
     about the ethics issue almost to the point of becoming a
     pariah.  In challenging the sacred icon that is the
     Olympics, D'Alessandro stood alone."   John Hancock joins
     Visa, Coca-Cola, SI/Time and Sema Group as national sponsors
     through 2004.  Yet to renew are Kodak, Xerox, Panasonic and
     Samsung. Fantin: "By re-signing John Hancock, the IOC can
     claim the recovery is complete and the power of the Olympic
     brand is as strong as ever" (SALT LAKE TRIBUNE, 2/15). 

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