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Volume 24 No. 135
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     USA TODAY's Bruce Horovitz profiles the state of Olympic
sponsorships one year out from the start of the Games.  By the
time the '96 Games actually start, the 45 Olympic sponsors will
have paid a record $500M -- "nearly twice" the $265M sponsors
paid for Barcelona '92.  While top tier sponsors pay $40M for the
right to Olympic logos, access to seats and hotel rooms, on-site
signage is not allowed.  In addition, some researchers question
the recognition of Olymoic sponsors among consumers.  Research by
ad agency DDB Needham shows of the 100 Olympic sponsors since
'84, "consumers draw Olympic connections with only half."  Still,
Horowitz notes, "85% of U.S. households will tune in for some
part of the games" (USA TODAY, 7/19)