USAT&F: In San Jose, Elliott Almond wrote that with the
U.S. Olympic Track & Field Trials set to take place at
Sacramento State Univ., USAT&F's leaders "want to capitalize
on a rare moment when the country takes notice of runners."
Almond: "With television exposure comes corporate
sponsorship. That leads to an infusion of money to better
promote the sport." Almond wrote that in the Nike ad
featuring sprinter Marion Jones "as a hip-talking DJ, she is
Sahara hot." Jones' agent Charley Wells "has tried to
develop Jones into a crossover star," as he "figured the
more people aware of her the more will be interested in
watching track meets." Wells, on Jones' corporate support:
"This is the first time anybody had any of this before the
Olympics. A lot of sponsors said, 'Wait until after the
Olympics'" (SAN JOSE MERCURY NEWS, 7/9). USAT&F CEO Craig
Masback said he is "thrilled" that the Trials "will shatter"
the event's attendance record, as 166,000 tickets had been
sold as of last Friday, with less than 2,000 remaining. For
the eight day event, five days of competition have sold out,
and "there was a good chance the entire" Trials will sell
out the 21,000-seat stadium. Meanwhile, Masback said, "We
already have more sponsorship for next year lined up than
the sport has ever had" (ORANGE COUNTY REGISTER, 7/11).
