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Atlanta organisers, USOC battle for sponsorships
ATLANTA. May 23: Billy Payne, chief of the Atlanta Committee for the Olympic Games, and Harvey Schiller, executive director of the US Olympic Committee are in a battle over control of the lucrative corporate sponsorship* that will fund the 1996 Games, reports AP.
The battle began in earnest fast month when lo-cal.national and International Olympic and corporate official* gathered tn New York for the firet big meeting to discus* marketing opportunities for the Atlanta games
Payne. Schiller and their af
asked by the International Olympic Committee to hammer out the first-ever joint marketing agreement between the host city and the nation • Olympic Committee
Such an agreement, sched uled to be signed June I. would outline various levels and categories of corporate sponsorship* and how much they would cost More tmpor tantiy. the agreement would designate which organization ha* ultimate control over their •ate and how the proceeds will be divided
Payne has said he think* the Tton's share' of control and revenues of those market
The Atlanta'Sponsors are oounting on at^teaat 324 mil turn tw’Xtt’nghTto usT the Ofympte ring* and symbol. In •mortising and promotion*
But US Ofympk Comrmtire Deputy General John Krimsky Jr. has said, "We are the experts. "
Understandably, both organizations want the dominant position.
Historically, host cities have controlled national and focal sponsorships, naming the official sponsor* of the Game*, and used the money to build Olympic facilities Payne la counting on those sponsors to pay for at least 27 per cent of the 1.2— billion-dollar cost of the 96 Games.
The US committee, how-eve-. has for years been ne go tiaUng deals with a list of large US companies to sponsor the US Olympic team during Games on foreign soil. Those deals typically in the 1 -milliondollar to 7-mlllion-dollar range, gave companies such as General Motors and McDonald's the right to link products and services with the US team.
Those proceeds largely fund the committee's 300-million -dollar quadrennial operating budget, which supports US Olympic training programme and tMlbtles. Understandably, the US Olympic committee doesn't want to Jeoparkeze Ito relationship with those companies.It hopes to continue working with them long after the Games and in Atlanta.
The governing body of the Olympics, the Internationa) Olympic Committee wants to make sure Payne and Schiller don't go knocking on the same corporate doors and competing for a limited pool of sponsorship money. It also wants to protect the value of sponsorships, which make possible amateur athletics worldwide.
The basic reason Is if you don't end up with a single marketing programme you could end up in a situation whereby the sponsor of the Games could be Coca-Cob and the sponsor of Olympic team could be Pepsl-Cola, explained Richar W Pound, an IOC mar ketlng specialist. That would be hideous '