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SBJ/June 19 - 25, 2000/Marketingsponsorship
US West looking for a kick from promotion featuring sprinter Greene
Published June 19, 2000
US West has signed sprinter Maurice Greene to a three-year endorsement contract, kicking off this week with a promotion titled "Out of the Blocks" in support of the company's MegaBit high-speed data transmission service.
A sweepstakes, backed by a print advertising campaign, will direct consumers to the US West Web site, where they can enter for a chance to win prizes based on Greene's performances. One prize will award $100,000 to a random contestant if Greene breaks his own world record this year at a USA Track & Field-sanctioned event. Another prize will send a winner and guest to the Olympics in Sydney, with $1 million on the line if Greene breaks the world record there.
US West is a sponsor of the U.S. Olympic Committee and the Salt Lake City Olympic Games. Although the company will take the Qwest name when it merges with Qwest Communications International this summer, its Olympic sponsorship contract does not allow for a name change. US West and the Olympic Properties of the U.S. are in discussions regarding the matter, said US West's Olympic marketing chief, Greg Pollack, and an agreement could be worked out in a matter of weeks.
AT&T Corp., a Qwest competitor in long-distance telephone and other services, is also a Salt Lake City Olympic Games sponsor, which could complicate matters.
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