SBJ/June 12 - 18, 2000/Olympics wants its brand linked to Games

NBC's coverage of the 2000 Summer Games in Sydney will mark's first Olympics advertising venture.

Peter Blacklow, Monster's vice president of marketing for North America, declined to divulge the dollar value of the company's Olympics buy, but industry sources estimate that the expenditure is likely well into the seven-figure range.

Blacklow did say it's likely that the Maynard, Mass.-based company will run new ads on NBC's Olympics coverage, scheduled for Sept. 15 through Oct. 1.

"I think it will probably be similar to the messages of our prior TV spots — showing how Monster helps put power in the hands of the job seekers, how it helps people find new careers or enhance their current careers," he said.

Though Monster won't become an official Olympic sponsor until the 2002 Winter Games in Salt Lake City, the company opted to buy time on NBC's Sydney Games broadcasts, in part, to get people to start thinking about Monster in terms of the Olympics.

"We want the brand to begin to be associated with the Olympic Games," Blacklow said.

He added that the Olympics is simply a good media buy.

Monster is developing two major projects to help leverage its Olympics sponsorship. One, Blacklow said, involves a program that is intended to help Olympic athletes make the transition from athletic careers to work careers. For many of the athletes, "there's a few weeks of glory, and then they've got to go out and find a job," Blacklow said.

The second project is to help the Salt Lake City Organizing Committee hire volunteers and full-time staffers for the 2002 Games.

Monster's ad agency for both media-buying and creative work is Mullen Advertising.

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