The Real Marathon: Signing Olympic Sponsors

This year's Olympic torch hasn't even been lighted yet, and Andrew Craig already is worrying about the next summer games, scheduled for Atlanta in 1996. Craig, deputy CEO of ISL Marketing, the International Olympic Committee's exclusive agent for sponsorship sales, has to convince skeptical corporations that sponsoring the Atlanta games is a wise investment. The 1996 sponsor's fee is expected to be about $43 million, more than double this year's levy, so it's no surprise that Craig concedes, "Atlanta will be a tougher sell."

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