Who's The Loser?

Corporate sponsors get bashed in the Olympics' newest event

The Olympic Games may be starting in Barcelona, but the affiliated Corporate Sponsor Marketing Games have been going hot and heavy for some time. The main event is a piratical competition known as ambush marketing. The venues are magazines and television. The major matches so far are Visa International vs. American Express and Coca-Cola vs. Pepsi-Cola.

Visa has forked over $20 million to Olympic organizers to make its charge plate the Games' official credit card, while Coca-Cola has plunked down $33 million to become the official soft drink. Challengers, who pay no entry fee to play, attempt to disrupt the exclusive...

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