USOC LOOKS TO BUILD BRAND WITH OFF-YEAR OLYMPIC CUPS
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).