Word: canadianization
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Dates: during 1980-1989
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That is why some 1,300 men and women charged with timing, judging and overseeing the Games are not the only ones able to call themselves official these next two weeks. Twenty-two large U.S. and Canadian companies are on hand as "official sponsors." An additional 26 are there as "official suppliers." And 41 more are "official licensees," peddling everything from Olympic-logo sweatshirts to figure-skating Barbie dolls. "These Games won't just break even," says David Shanks, corporate-relations manager for O.C.O. '88, the Olympic organizing committee. "They will make money." As much as $23 million...
...solve what O.C.O. Chairman Frank King called the "problem of financing the Games without hitting the taxpayers," the committee approached major American and Canadian firms, offering for $2 million and up exclusive rights to use and market the Olympics in their industry as well as special privileges at the Games. So nothing but Coke-owned drinks are available at the Olympic venues or in the athletes' Village. Kodak, the official film, won the right to operate the center that is processing the millions of rolls professional and amateur photographers shoot at the Games. IBM got to provide the computers that...
...companies calculate that they will reap enormous benefits from their participation, some in direct sales, some in goodwill. Labatt Brewing has been getting almost unqualified public approval for its program of bringing the parents of Canadian athletes to Calgary to watch their children perform. Petro-Canada put up $35.6 million, on top of a $4.3 million sponsorship fee, to stage the trans-Canada torch relay that ended with the lighting of the Olympic flame Saturday.The company expects to realize a 2% increase in market share and an additional $221 million in annual revenues as a result...
...with all the ferocity, and discrimination, of a hurtling bobsled -- suing or threatening to sue anybody suspected of misusing the word Olympic or 217 different logos and trademarks. Charging an infringement of its licensing rights to the five-ring symbol, O.C.O. unsuccessfully tried to enjoin Maclean's, a weekly Canadian magazine, from publishing a special Olympic edition. It even went after an Ottawa eatery known as the Olympic Diner and the twelve-year-old Olympic Drilling Co., an Ottawa-based water well-drilling firm. "These people are crazy," said Olympic's Gisele Renwick...
...Francisco-born comic who uses the motto "700 sailors can't be wrong," has performed in 33 states and five Canadian provinces to date. Recently Snow accepted a position as one of the "comic commentators" for the 1988 Winter Olympics...