The USOC "will package off-year athletic competitions under the Olympics aegis for its largest sponsors beginning" in '98, according to Terry Lefton of BRANDWEEK. The events, called the "Olympic Cup," may also "help head off ambush activities" by each sport's NGB. Worldwide TOP Olympic sponsors and OPUS sponsors "will be provided with customized programming that would match specific countries against the U.S." and be created with the cooperation of the NGBs in each sport. TV will be provided by IMG's TWI. One example is a possible U.S. vs. Russia track meet with the cooperation of USAT&F. Lefton: "While some sponsors are said to have been cool to the idea out of fear it may dilute the Olympics, many welcomed it as an alternative to the Olympic festival, which did serve their needs as a national marketing platform" (BRANDWEEK, 11/17 issue).