September, 2001 Salt Lake City 2002 Olympic Winter Games: Marketing

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Operations are managed by the Salt Lake Organising Committee for the 2002 Olympic Winter Games (SLOC). Marketing activity is managed by Olympic Properties of the United States (OPUS). OPUS is a joint marketing venture between SLOC and the United States Olympic Committee (USOC).

Marketing Plan

Ratified, 1 September 1997.

Marketing Programme Launched: December 1997

The Salt Lake City Olympic Winter games marketing programmes managed by SLOC include :

Licensing

SLOC licensees have the right to use Olympic-related designations on product(s) for retail sale. Only official licensees are authorized to manufacture and sell products relating to the 2002 Olympic Winter Games.

There are now 25 companies that participate as official licensees for the Salt Lake City 2002 Olympic Winter Games.

Sponsorship

The sponsorship programme for the Salt Lake City 2002 Winter Games is being developed by the Olympic Properties of the United States (OPUS) - a joint marketing venture between SLOC and the USOC.

Now contributing to the Salt Lake City 2002 Olympic Winter Games are:

OPUS Sponsors, which include TOP Partners and domestic sponsors, have committed financial, technological, product and service support integral to funding the 2002 Olympic Winter Games, 2002 Paralympic Winter Games and United States Olympic Teams.

TOP Partners signed to date for 2000-2004 with global Olympic marketing rights:

Company	Product Category
Coca-Cola	Non-Alcoholic Beverages
John Hancock	Life Insurance/Annuities
Kodak	Film/Photographics & Imaging
McDonald's	Retail Food Services
Sema Group	Information Technology
Sports Illustrated/Time	Periodicals/Newspapers/Magazines
Visa	Consumer Payment Systems
Xerox	Document Publishing & Supplies

OPUS Partners with domestic marketing rights:

Company	Product Category
AT&T	Long distance telecommunications services
Bank of America	Banking
Budweiser	Alcoholic and non-alcoholic malt beverages
General Motors	Domestic automobiles and domestic trucks
Texaco	Gasoline, motor oil, diesel fuel, coolants, and other related products and services for motor vehicles, aircraft, watercraft and businesses
US West	Local telecommunications services

OPUS Sponsors:

Company	Product Category
Blue Cross Blue Shield	Health insurance products
Delta	Passenger air transportation services and air cargo and freight services for packages in excess of 50 pounds
Gateway Inc.	Computer hardware
Lucent Technologies	Telecommunications equipment
Marker Ltd.	Outfitter of the Winter Games and Olympic Torch Relay
Monster.com	On-line career management Services
Nu Skin Enterprises Inc.	Direct (non-retail) sales of skin care products, dietary supplements
Seiko	Watches and clocks
Sensormatic	Electronic Security
The Home Depot	Retailer of home improvement products
York	Air Conditioning and Heating Equipment

OPUS Suppliers

OPUS Suppliers are both national and Utah-based companies who are providing SLOC with specific goods and services necessary for the staging of the Games.

Company	Product Category
Achieve Global	Volunteer and Staff Training Supplier
Cardinal Health/Allegiance Healthcare	Pharmaceutical and health-care products and distribution and supply chain
Certified Angus Beef Program	Food Product
Compass Group	Catering services
Diamond of California	Food Product
Drake Beam Morin	Outplacement and career transition services
Garrett Metal Detectors	Metal Detectors
Harris Interactive	Market research services
Herman Miller	Office furniture systems
Kellogg Company	Food Product
KSL Television and Radio	Utah's television and radio stations for the 2002 Games
Marriott International	Hotel lodging and timeshare services
Modern Display	Exposition services
O.C. Tanner Company	Victory and commemorative medals
PowerBar	Food Product
Questar Corporation	Natural gas supplier
Schenker, Inc.	Customs and freight forwarding services
Sealy Inc.	Mattress supplier
Sears, Roebuck and Co.	Home appliances
Tickets.com	Ticketing services
Utah Power	Electrical utility services

 

Source: The Olympic Marketing Fact File, International Olympic Committee