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Volume 24 No. 132
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          No U.S. athletes in Nagano are "likely to enjoy
     anything close to the record" $5M in endorsements that Mary
     Lou Retton took home after the '84 Summer Games, according
     to USA TODAY's Bruce Horovitz.  Horovitz: "If consumers
     didn't watch the Nagano Games, why would they suddenly buy
     products hawked by medal winners?"  While eight gold medal
     winners graced Wheaties boxes after the '96 Games, only the
     U.S. women's hockey team is featured this year.  Wheaties
     spokesperson Pam Becker: "Customers felt we cheapened the
     equity by putting too many athletes on the box after the
     Summer Olympics."  Gold Medal Management's Brad Hunt, who
     represents Picabo Street, said it could be 90 days before
     she signs her next deal: "You can't make a status report one
     day after the closing ceremonies."  D&F's Allen Furst said
     that his group is negotiating with "several Japanese firms"
     for his client, Nicole Bobek (USA TODAY, 2/24).
          LOOKING AHEAD: The IOC has formed an internal committee
     called the Millennium Olympics Group "to plan out
     Millennium-themed marketing activities that would culminate"
     at the 2000 Syndey Games (AD AGE, 2/24).  USA TODAY's Bruce
     Horovitz wrote that advertisers "already are gearing up" for
     Sydney as marketing teams from GM, Coca-Cola and McDonald's
     are set to meet to "plot strategy" (USA TODAY, 2/23).       
          AD REVIEWS: In N.Y., Stuart Elliott reviews ads around
     the Games, writing on the "poor performance" of Madison Ave.
     with "dreadfully dull commercials" (N.Y. TIMES, 2/24).