WASHINGTON — The U.S. Olympic Committee must repair its scandal-scarred image to keep attracting corporate sponsors, the organization's marketing director said Friday.
Controversies over drug use by athletes, sagging Olympic television ratings and alleged bribery by former Salt Lake Olympic organizers are among the toughest challenges USOC faces, marketing chief Matt Mannelly told USOC leaders.
"The perception in the marketplace of sponsors is a lack of confidence," Mannelly said. "We need to meet with the sponsors to assure them we are confident and we know what we are doing."
Mannelly and other USOC officials say the scandals have not put a big dent in corporate fund raising for the 2002 Winter Games in Salt Lake City. Of USOC's 11 top corporate sponsors, only United Parcel Service has not committed to sponsoring the Games in Utah.
"I think we're going to hit the numbers that are going to make Salt Lake City break even or be profitable," Mannelly said.
But the heat is on to make sure the Salt Lake Games are free of the taint that sullied the International Olympic Committee decision to send them to Utah.
"The image that has to go forward in Salt Lake City is it's a wholesome, wonderful Games," said Sandy Baldwin, a Phoenix real estate executive who is favored to be elected USOC chairwoman this weekend.
Tom Welch and Dave Johnson, the former top officials of Salt Lake City's bid for the 2002 Games, face trial next summer on federal bribery and conspiracy charges. They allegedly plied IOC members with more than $1 million in gifts, travel and other perks to ensure Utah's selection. Ten IOC members were ousted or resigned because of the scandal.
The Salt Lake Games also are key to USOC's plans to sign more corporate sponsors and press its current sponsors to increase their support, Mannelly said. Top sponsors now pay $50 million each, and "I'll have no problem with saying it's gone from $50 million to $75 million if we can demonstrate there's more value than the $50 million pledge," Mannelly said.
Drug scandals also have battered USOC. At the Sydney Games, it was disclosed that shot-putter C.J. Hunter, husband of sprint star Marion Jones, had failed four drug tests in Europe this summer. USOC's former director of drug-control programs is suing, claiming the body encourages doping by athletes. USOC denies any wrongdoing.
An independent agency, headed by 1972 marathon gold medalist Frank Shorter, took over drug testing duties from the USOC in October.
Baldwin, who headed the U.S. delegation to Sydney, noted that no American competitors failed drug tests. Hunter withdrew from competition before the games, citing an injury.
USOC officials also noted that U.S. wrestler Brandon Slay was awarded a belated gold medal last month because the original winner, Germany's Alexander Leipold, tested positive for a banned steroid.
The episode showed "the IOC is very serious about seeing that clean athletes get their medals," IOC member Anita DeFrantz said.
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