Dallas-based EDS will be the primary sponsor of the U.S. Cycling Team through the Atlanta Games (DALLAS MORNING NEWS, 11/13)....Sensormatic Electronics Corp. expects its association with the '96 Games to add at least $70M to earnings. Sensormatic, the world's "biggest supplier" of electronic security systems to stores, was selected in March as the official provider of electronic security for the Games (BLOOMBERG BUSINESS NEWS, 11/15)....In Chicago, Philip Hersh notes the two deaths at the New York City Marathon as a "sad reminder that distance running in the heat can be a risky business. It is a risk that may be heightened at the 1996 Olympic men's marathon in Atlanta because of business considerations." At issue is the starting time of the men's marathon. IAAF wants the men's marathon to start in the late afternoon, so it would finish in the Olympic Stadium just before the closing ceremonies (CHICAGO TRIBUNE, 11/13).