Athletes kit for Olympic athletes, Olympic Games, Sydney, 2000, contents provided by Team Millennium, c.2000
This athlete's kit comprises a range of complimentary products from sponsors of the Sydney 2000 Olympic Games. The contents include a shoulder bag by Technogym; a wash bag and toiletries by Physio; a key fob and discount voucher from Universal Parcel Services; plastic earphones from Panasonic; discount vouchers from Taronga Zoo, McDonald's, Hoyts, and the Olympic Village Hair Salon; essential oil from Jurlique; a toothbrush and tube of toothpaste from Colgate, and a tube of Hamilton Sunscreen.
The pack represents one of the many products that provided Olympic sponsors with additional opportunities for marketing. Each athlete received a pack, which contained items that would be of use throughout the Games. The contents range from practical to recreational, demonstrating that a degree of consideration went into their selection. Members of the international media and the Sydney Olympic Broadcasting Authority (SOBO) received similar kits at the beginning of the Games.
From early 1994, SOCOG worked rapidly to negotiate its sponsorship agreements, and secured the majority of contracts before the 1996 Atlanta Games. At this time, it developed 'Team Millennium', a three-tiered sponsorship system that acknowledged differing levels of material and financial contributions. Through a competitive tender process, the system ranked sponsors, and assigned them to a tier within Team Millennium: 'Olympic Partner' was the highest tier, followed by 'Supporter' and 'Provider'. The entire program targeted eight industry groups whose contributions would assist Games operations: financial and professional services, technology and telecommunications, transportation and travel services, consumer durables, natural resources, media, and uniforms and sports equipment. Combined with IOC sponsorship, Team Millennium raised AUD$42.10 per head of the Australian population.
Like most sponsorship agreements, Team Millennium was a reciprocal program that provided sponsors with both tangible and intangible privileges. The most obvious privilege was the right to carry Olympic emblems, symbols, and designations. (These designations varied from the specific to the general, and included titles like 'Official Banking Partner' and 'Official Sponsor'.) The Sydney Olympic Games logo, 'Millennium Man', was one of the most prestigious symbols, and was carried by Olympic Partners on their products and promotions. However, not all sponsors were satisfied with their entitlements. The Seven Network was allegedly dissatisfied with its allocation of premium tickets and hospitality packages, believing that these undermined its position as an Olympic Partner. Other sponsors were frustrated by the strict guidelines that controlled the program.
The athlete's kit contains items that were made for Technogym, Physio, Panasonic, Universal Parcel Services, Taronga Zoo, McDonald's, Hoyts, the Olympic Village Hair Salon, Jurlique, Colgate and Hamilton Sunscreen. The kits were assembled for Olympic athletes at the Sydney 2000 Olympic Games.
Made for and owned by the Olympic Coordination Authority/Sydney Organising Committee for the Olympic Games, and donated to the Powerhouse Museum after use in the Games.