Media kit for members of the international press, Olympic Games, Sydney, 2000, contents provided by members of Team Millennium, c. 2000
This media kit comprises a range of complimentary products from sponsors of the Sydney 2000 Olympic Games. The contents include a nylon backpack from Fosters; a laptop sunshade from IBM; A CD Rom, titled 'Kev's Down-Under Dictionary, from Fuji Xerox; a notepad from McDonald's; a guidebook from Lonely Planet and Universal Parcel Services; postcards from Ansett and Swatch; a movie voucher from Hoyts/Val Morgan; a brochure from the Olympic Merchandise Store; maps from Coca-Cola, Fosters and Lindemans; 'scratch and win' cards from Westfield; and an invitation to an International Press Party hosted by several sponsors. The pack also contains two extensive press guides - one in French and the other in English - from SOCOG, and a book, Australia In Brief, from the Department of Foreign Affaires and Trade.
The pack represents one of the many products that provided Olympic sponsors with additional opportunities for marketing. It was presented to members of the international press, and contained items that would be of use to media representatives during the Games. The contents range from practical to recreational, demonstrating that a degree of consideration went into their selection. Olympic athletes and members of 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 media kit contains items that were made for Fosters, IBM, Fuji Xerox, McDonald's, Lonely Planet, UPS, Ansett, Swatch, Hoyts/Val Morgan, the Olympic Merchandise Store, Coca-Cola, Lindemans and Westfield. The media kits were assembled for media representatives at the Sydney 2000 Olympic
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.