OLYMPIC MARKETING ROUND-UP

     The current issue of SPORTS ILLUSTRATED will feature a 44-
page special ad section profiling each of the 33 Atlanta Games
sponsors.  Called "Olympic Partnership: How Corporate Sponsors
Support the Atlanta Games," the section will also include an
"essay on the evils of ambush or 'parasite' marketing."  The IOC,
USOC, and ACOG will distribute the insert at upcoming Olympic
events....ACOP has announced that Responsive Marketing of
Schaumburg, IL, is the "agency of record for all promotions and
tie-ins."  They will handle Olympic licensing, merchandise and
the official fan club.... McDonald's will begin a summer promo
with an Olympics game giveaway next month, with trips to the
Atlanta Games and Reebok and Foot Locker merchandise and
discounts as prizes.  Instant win game pieces will be attached to
certain McDonald's products.  Leo Burnett USA, Chicago, handles
McDonald's Olympic marketing (AD AGE ONLINE, 7/19).