Run, Jump And Sell

Commercial exploitation of sports explodes

For the bottled-in-Atlanta Olympics, Coca-Cola Co. is spending $250 million on its sponsorship, the Olympic torch run, a 20-acre temporary theme park, and advertising and marketing. But never mind that. Three weeks before the games, Coke marketing chief Sergio Zyman was entertaining at soccer's European championships, hanging out the window of a speeding sports car assessing Coke's presence at the Tour de France, calling on global track-and-field king Primo Nebiolo. Days after the Olympic flame dies, he'll host a meeting in France to finalize plans for the 1998 World Cup in France. Says Zyman: "We're moving slowly, inexorably into every sport."

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