Olympics get `good buzz’

At least seven incumbent sponsors of ctv's coverage of last year's Summer Olympics in Barcelona have signed on again with the network for the 1994 Winter Olympics in Lillehammer, Norway.Paul Robertson, senior vice-president of sales and marketing at the CTV Television...

At least seven incumbent sponsors of ctv’s coverage of last year’s Summer Olympics in Barcelona have signed on again with the network for the 1994 Winter Olympics in Lillehammer, Norway.

Paul Robertson, senior vice-president of sales and marketing at the CTV Television Network, says the broadcaster is ‘getting a good buzz from all fronts’ when it comes to sponsorship.

On board

Robertson says the Barcelona sponsors that are on board again are Canadian Airlines International, Coca-Cola, McCain Foods, Nike, Cara Foods, Labatt Breweries of Canada and Petro-Canada.

He says questions about the cost of sponsorship are ‘unanswerable’ because ctv is offering custom fits to sponsors, and their fees will reflect size, category, and so on.

He says ctv will broadcast 152 hours of Winter Olympics coverage from Lillehammer during the February 1994 games.

He says ctv is offering six sponsorship packages.

The first is the world record holder package, the second, the Olympic record holder package, then come gold, silver, bronze and personal best packages.

The world record holder sponsor gets its number of 30-second spots determined by size, category exclusivity and billboards, and such features as research, cross-promotion and merchandise extensions.

75 spots

For the Olympic record holder sponsor, there are 75 30-second spots and category exclusivity, as well as merchandise extensions, research and contra deal opportunities.

Gold medal sponsors are offered 57 30-second spots, silver medal sponsors are offered 41 30-second spots, and bronze medal sponsors offered 27 30-second spots.

For the personal best sponsors, there are 13 30-second spots. All these sponsors are offered access to such items as merchandise extensions, research and contra deals.