Marketers race to Web with Olympic tie-ins

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Riding the usual tsunami of Olympic hype, many marketers are revving up their Web sites with themed interactive promotions and sponsorships.

Marshaling one of the largest online efforts is CBS SportsLine which has the official rights to the Games through CBS' network coverage. SportsLine offered CBS Olympic advertisers first dibs at exclusive Web sponsorships. Sponsors are Anheuser-Busch, AT&T Corp., Bugle Boy Industries, Ford Motor Co., IBM Corp., Preview Travel, Shell Oil Co., Sony, Visa USA and Xerox Corp.

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Copyright January 1998, Crain Communications Inc.

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