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Volume 24 No. 158
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     Today, THE SPORTS BUSINESS DAILY profiles the '96 Olympic
involvement of Coca-Cola, which has been involved with the
Olympics since 1928.  The company is sponsor of over 150 national
Olympic teams, including the USOC, and keeps a year-round staff
that concentrates on maximizing Olympic tie-ins.  In '96, Coca-
Cola will have the added advantage of seeing the Games in their
hometown, Atlanta.
COMPANY:       Coca-Cola Co.
STATUS:        Top Worldwide Sponsor ($40M+)
CATEGORY:      All non-alcoholic beverages except water
EXCLUSIVITY:  This category includes the brands: Coke, Sprite,
Fanta, Minute-Maid (both carbonated and fruit drinks), Hi-C as
well as PowerAde and Aquarius sports drinks.
     IN-KIND        Providing products to ACOG, IOC and various
     SERVICES:other Olympic committees.  At the Games, Coca-Cola
will provide product and vending services as well as product to
Olympic participants.  All the venues used for the Games will
sell/serve Coca-Cola products.
     John Kaatz, Dir of the sport, entertainment and leisure
division of Coopers & Lybrand's Dallas office, advised the
Arlington, TX, city council of a possible windfall of $98M a year
that could come from building a new arena for the Stars and
Mavericks.  Arlington officials have unveiled plans to build a
new $140M arena for the teams near The Ballpark at Arlington,
should the teams leave Dallas.  Arlington Mayor Richard Greene
says he will not communicate with either team about a new
facility unless talks with Dallas break down (Christopher Ave,
FORT WORTH STAR-TELEGRAM, 3/15).  Two arena-related bills were
introduced in the TX House Friday that would help fund a new
arena for the Stars/Mavericks in Dallas (Sylvia Martinez, DALLAS