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Volume 24 No. 154

Olympics

     USOC sources say Bill Hybl, who served as interim President
of the USOC in '91-'92, has been nominated for a full-term as
President. The Olympic Committee is expected to release the list
of officer candidates today (Colorado Springs GAZETTE TIMES,
6/14)...By the end of the Games, the state of Georgia will have
spent more than $320,000 on bodyguards and drivers  for ACOG
president Billy Payne and CO Officer A.D. Frazier (ATLANTA
CONSTITUTION, 6/14).

     Though Sports Illustrated spent $40M to be the official
publishing sponsor of the Atlanta Games, some "publishers appear
to be flouting the rules" that say non-sponsors are forbidden
from using Olympic symbols in any advertising or marketing,
reports Patrick Reilly of the WALL STREET JOURNAL. For instance,
USA Today ran an ad from Olympic sponsor Xerox that featured both
a Games logo and the paper's insignia and was told by the USOC to
remove the ad.  In addition, ACOG says it has issued warnings to
"several women's magazines and publications" it won't identify.
SI plans to make $3-$5M from its "official program," will air a
two-hour TV special prior to the Games, and publish a daily
magazine during the Games (WALL STREET JOURNAL, 6/13).
     NIKE WATCH:  ACOG is currently deciding whether Nike's new
World Wide Web site, dubbed "OLYMPICSLanta" is more commercial -
than informational.  Nike is not an official sponsor of the Games
and ACOG only allows Web sites from non-Olympic sponsors if they
offer editorial content (AD AGE, 6/14).

     For the past decade, track and field "has competed with
baseball for the title of most-inept sports marketer," according
to Roger Thurow of the WALL STREET JOURNAL.  But recently the
sport has made an attempt at increased exposure and after the
U.S. Olympic Trials, which will be broadcast by ESPN and NBC, and
the Olympics, track and field will enjoy "its greatest exposure
in the U.S. since the Los Angeles Olympics in 1984."  The
question, Thurow writes, is "can track and field stay hot in
America?"  Nike spokesperson Tom Feuer:  "This is the one thing
that worries all of us:  Where does track and field in the U.S.
go after the Olympics?  We probably won't have the Olympics back
in the States for another 30 or 40 years."   To appeal to a wider
audience, USA Track and Field studied the marketing techniques of
the NBA, NFL and NHL, this winter bought afternoon time slots on
NBC and began shortening competitions to a few hours rather than
"all-day affairs."  Mostly, however, the sport "is pinning its
future on the creation of genuine pop icons -- from these
Olympics" like Michael Johnson, Dan O'Brien and Carl Lewis.
Ollan Cassell, Exec Dir of USA Track and Field:  "Heroes.  Our
aim is to create heroes out of the athletes and set up head-to-
head competition, have two or three athletes that are world class
going up against each other" (WALL STREET JOURNAL, 6/14).