Agencies asked to fight ambush marketing at Sydney olympics

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SYDNEY -- The Sydney 2000 Olympic Games organizing committee has called for tenders from advertising agencies to come up with a support plan to protect official sponsors from the type of ambush advertising that occurred at the Atlanta Games last year.

Of particular concern are promotions at locations close to an Olympic venue, such as occurred at Atlanta when Nike, which was not an official sponsor, tested ambush marketing rules by opening a large complex next to the main Atlanta stadium.

In Sydney, ambush marketing will be hard to control, the organizing committee believes, because many events will be held away from the main stadium complex.

About five agencies are believed to be pitching for the account, but DMB&B Weekes Morris Osborn, the Sydney committee's main advertising agency, will not be involved.

Kris Donaldson, group general manager of marketing, said the sponsor-support project would involve a campaign to promote Olympic sponsors, partners, supporters and providers who, collectively, would contribute hundreds of millions of dollars to the Sydney 2000 Olympic and Paraolympic games.

Copyright July 1997, Crain Communications Inc.

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