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ACOG, USOC ANNOUNCE CHAMPION, HANES AS PREMIER OLYMPIC KNIT ACTIVEWEAR APPAREL LICENSEES

 ATLANTA, Feb. 5 /PRNewswire/ -- The Atlanta Committee for the Olympic Games (ACOG) and the United States Olympic Committee (USOC) today announced that the Champion and Hanes divisions of Sara Lee Corporation (NYSE: SLE) have signed what is believed to be the largest single category licensing agreement in U.S. Olympic history.
 The combined licensing agreement, which applies to the knit activewear apparel category, is expected to generate estimated licensing revenues of $20 million for ACOG and the USOC. This is in addition to Sara Lee's $40 million sponsorship commitment, previously announced by ACOG and the USOC.
 "This agreement is an exciting arrangement because Sara Lee Corporation has made a huge financial commitment to the U.S. Olympic movement. With Champion and Hanes as the premier licensees for knit activewear, we are assured of exceptionally high-quality products that will now display Olympic marks. This sets the standard by which all Olympic licensed products will be measured," said ACOG CEO Billy Payne.
 Through this joint licensing agreement between ACOG and the USOC, Champion and Hanes will generate significant royalties for ACOG and the USOC via the sale of officially licensed knit activewear displaying the marks of the 1994 Olympic Winter Games in Lillehammer, Norway, the 1996 Atlanta Centennial Olympic Games and the 1994 and 1996 United States Olympic Teams.
 According to USOC Deputy Secretary General John Krimsky, this Olympic partnership also will reap significant benefits due to Champion's and Hanes' vast distribution capabilities.
 "Licensed activewear for the 1994 and 1996 Olympic Games and U.S. Olympic Teams will soon be available to all consumers on a nationwide basis in every major channel of distribution. Families can proudly wear Champion and Hanes licensed Olympic merchandise and know their purchase supports the Olympic Games and America's Olympic hopefuls," Krimsky said.
 Payne and Krimsky joined Sara Lee Senior Vice President Jack Ward in praising the partnership as a "win-win-win" situation for Atlanta, the U.S. Olympic Team and Sara Lee.
 "We will use the marks of the 1994 and 1996 Olympic Games and the U.S. Olympic Team on T-shirts, sweatshirts and other knit products to promote an active lifestyle reflected in the spirit of America's Olympic athletes, the Olympic Games and to complement our own brand strategies for Champion and Hanes," Ward said.
 As part of the aggressive distribution planned, Champion and Hanes intend to utilize the design and manufacturing capabilities of key screenprinters and embroiderers both in Atlanta and the United States to ensure the broadest possible availability to consumers of licensed Olympic merchandise under the Champion and Hanes brands.
 Further, an integral part of the Champion/Hanes, ACOG and USOC agreement is the company's commitment to seek subcontracting and sub- licensing relationships among Atlanta- and Georgia-based minority- and female-owned businesses.
 "ACOG's commitment and encouragement to provide such minority opportunities fits perfectly with our long-standing corporate philosophy. In fact, we are already in negotiations with several of ACOG's present minority vendors," Ward said.
 -0- 2/5/93
 /CONTACT: Bob Brennan of the the Atlanta Committee for the Olympic Games, 404-224-1932, or Dianne Lively of Burson-Marsteller, 404-880-5271, for Sara Lee Corporation/
 (SLE)


CO: Atlanta Committee for the Olympic Games; United States Olympic
 Committee; Sara Lee Corporation ST: Georgia IN: SU: LIC


BN-BR -- AT010 -- 3539 02/05/93 12:59 EST
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Date:Feb 5, 1993
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