Word: olympicsized
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His trip to the Olympics for NBC--where he is serving as prime-time co-host (with Katie Couric) of his fourth Summer Games--has special significance for Bob Costas, whose family came from Greece. The Renaissance man of TV sports coverage, and HBO talk-show host, spoke with TIME...
NOW THAT THE U.S. IS AN UNRIVALED SUPERPOWER, DO YOU THINK THE OLYMPICS MATTER LESS TO AMERICANS?
In the run-up to the Summer Olympics, swimming phenomenon Michael Phelps has been--to borrow a phrase from Visa, one of his sponsors--everywhere he wants to be. Since the 19-year-old became the first person to break five individual world records at a single meet last summer...
The selling of Olympic medals has come a long way since Mary Lou Retton catapulted onto Madison Avenue in 1984. Back then, the sports-marketing industry was just starting to think outside the Wheaties box. As marketing muscle has become more sophisticated amid proliferating cable channels, the Olympics have remained...
One increasingly popular, risk-free endorsement strategy is to trot out old goldies like Retton, who appears for a nanosecond in a Sprint PCS commercial that started airing last month, or Spitz, who will spend the Olympics in Athens blogging for panasonic.com They are among the rarest of gold-medal...