South Korea-based Samsung Electronics has renewed its
TOP sponsorship involvement through the 2002 and 2004 Games,
according to the SALT LAKE TRIBUNE. Samsung has been the
wireless communications equipment sponsor for the Games
since replacing Motorola in '97. While terms of the deal
were not disclosed, the four-year TOP sponsorships "are
believed to sell for" $55-75M. Samsung becomes the ninth
company to renew a TOP deal. UPS and Panasonic "have yet to
renew," but an IOC release indicated that "the program
should be complete before" the Sydney Games open Friday
(SALT LAKE TRIBUNE, 9/12).
TOP-SHELF DEALS? BLOOMBERG NEWS' Rick Westhead writes
that current TOP sponsors have "been told it'll cost" $65M
to be associated with the 2002 and 2004 Games. CT-based
media consultancy Trout & Partners President Jack Trout, on
companies renewing their agreements: "The sponsors can't
leave, they're afraid that if they pull out, a competitor
will jump in and run with it." Westhead adds that the $65M
average price for each of the next two Games "has risen
almost six-fold since the IOC got" $11M apiece from nine
companies for the '88 Summer and Winter Games. IEG VP Jim
Andrews: "It's amazing what the IOC's able to get away with.
Most people think of the IOC as a corrupt organization, but
don't associate the athletes the same way and say they'll
tune in." Media First Int'l President & CEO Richard
Kostyra: "The bottom line is advertisers are still willing
to pay the costs. If ratings are bad, then maybe you'll see
some sponsors having second thoughts." Visa Exec VP/Brand
Marketing Becky Saeger, on why Visa continues to renew its
TOP sponsorship: "It's the only global event we sponsor.
There was a lot more risk in not renewing our agreement with
the IOC than in renewing it" (BLOOMBERG NEWS, 9/12).
STATE OF THE GAMES: In DC, Eric Fisher wrote the IOC
"and the Olympic movement as a whole have endured their
toughest four-year stretch and found their once vice-strong
hold on the public eroding." Olympic historian John Lucas:
"Americans are clearly saturated on a daily basis now with
legitimate team sports, trash sports, college sports, new
sports. So quite frankly, the American public has grown a
bit spoiled and when you have a Games so far away, starting
so late in the year and competing with everything else out
there for their attention, the anticipation leading up is
just not going to be there. But I guarantee you that once
we see something amazing happen, such as Michael Johnson
running a 42-flat in the 400 meters, the public will be
coming right back" (WASHINGTON TIMES, 9/10).
