SBJ/June 12 - 18, 2000/Olympics

Olympic briefs

 2002 tickets going on sale

More than 700,000 tickets for the Salt Lake City Olympic Games in 2002 will go on sale Oct. 10 over the Internet. Consumers who register to buy tickets at tickets.com receive individual accounts through which they will be notified, by e-mail, of deadlines and offers. Tickets will be distributed through a random process to ensure fairness, although at least 160,000 tickets will be reserved for Utah residents. The public order period runs through Dec. 12, and people will be notified in March or April as to which tickets they will receive.

 Sealy springs for rings

The Olympic Properties of the United States has added Sealy Inc. as an official supplier of the Salt Lake Games and the U.S. Olympic team.

The four-year agreement includes a licensing component, whereby Sealy will market a mattress featuring the Olympic rings and pay royalties to OPUS. Sealy will also supply about 5,000 mattresses to the Olympic and Paralympic Village and media housing in Salt Lake City for the 2002 Games, and to the U.S. Olympic training centers in Colorado Springs, Colo.; Lake Placid, N.Y.; and Chula Vista, Calif.

Olympic supplier agreements are generally valued at more than $5 million, including cash and value-in-kind.

 From Nike to USOC

Matt Mannelly, who has just taken over as chief marketing officer of the U.S. Olympic Committee, said his chief goal is to increase revenue for the USOC by building the Olympics as a brand for corporate sponsors and consumers.

"The great thing about this brand is that we have the ability to make an emotional connection with consumers at an incredibly core level," said Mannelly, 42. He came to the USOC from Nike Inc., where he was global director of retail development, which meant marketing to consumers.

Mannelly said that in developing the Olympics as a brand, it is important to keep the Games in the public's mind constantly, rather than once every four years.

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