Details

Titel

The 1996 Olympics: Blue and sluggish

Ist Teil von

• The Economist (London), 1993-01, Vol.326 (7795), p.27

Ort / Verlag

London: The Economist Intelligence Unit N.A., Incorporated

Erscheinungsjahr

1993

Link zum Volltext

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Whatizit, the mascot for Atlanta's Olympic games in 1996, has become less a symbol of the games than of the problems facing the committee trying to organize them. Olympic planners won their bid for the games after selling Atlanta as the cradle of the civil-rights movement and a beacon of racial and ethnic harmony. Already, that image is being spoiled by power struggles between the city's black political leaders and the white business executives who are running the Olympic show. To groom the city's image, local boosters are searching for a snappy slogan and plotting an international marketing crusade. As well as thinking up logos, local politicians are trying to make some real improvements to their city. However, the Olympic committee does not have money for redevelopment projects. The games will cost $1.4 billion to stage. In slow economic times, companies have been put off by the unprecedented $40-million sponsorship fee. Planners had hoped to have a dozen big sponsors by now, but only 4 have signed up.