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Entertainment & Sports

Sep. 9, 2000

Symbol of Success

In a few short days, the world's single largest sporting event will commence in Australia and the value of corporate affiliation with the Olympic symbol and terminology will be realized. The Olympic Games in Sydney are expected to generate $2.6 billion from marketing rights alone.

By Carole F. Barrett and Jeffrey G. Benz
         In a few short days, the world's single largest sporting event will commence in Australia and the value of corporate affiliation with the Olympic symbol and terminology will be realized. The Olympic Games in Sydney are expected to generate $2.6 billion from marketing rights alone. The success of this corporate-affiliation program in the fu...

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