Sponsormania

Corporate brandstanding

Athletes will not be the only competitors in the 1984 Los Angeles Olympics. Along with runners, hurlers and jumpers will be almost three dozen major U.S. corporations vying for the consumer's attention. As official Olympic sponsors, they are chipping in about $116 million of the Games' $475 million cost.

Such "brandstanding," as public relations types call it, is fast gaining favor as a hot way for more and more companies to promote their names and products. Chief reason: the steep rise hi the cost of advertising in the mass media, particularly televison. This year about 1,000 corporations sponsored events of one...

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