OLYMPIC SPONSOR PROGRAMS: BUD, COKE FLESH OUT PLANS

     Budweiser will begin giving away Olympic prizes March 18 in
"one of the biggest [Olympic] consumer promotions yet," according
to the ATLANTA CONSTITUTION.  In the first of its "five-pronged"
Atlanta marketing plan, Bud will place gold cans in 12-packs
directing consumers to call in and see what prizes they have won.
The "Grab the Gold" promotion will be accompanied by new Olympic-
related Bud commercials (Chris Roush, ATLANTA CONSTITUTION,
3/10).
     COKE CITY:  Coca-Cola has lined up at least six more
partners to help operate its 12-acre "Olympic City," scheduled to
open in late May.  New attractions include: the Discovery Channel
Theater, which will include a multiscreen display;  a McDonald's
kid's play area; and a Reebok athlete autograph area (Chris
Roush, ATLANTA CONSTITUTION, 3/11).