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By the time the Olympics begin in Atlanta this summer, the business world will have spent more than '1 billion to link their names and products to the Olympic Games. There are 10 Worldwide Sponsors, 10 Centennial Olympic Partners, about 20 regular sponsors and more than a hundred licensees. The Atlanta Games will boast an “official" scouring pad and timepiece, two official game shows, and three official vehicles: a family car, an import minivan and a luxury sedan.

But what exactly do these companies reap for their huge investment? At the very least, they command tickets to the most popular events, invitations to the best parties and prime hotel rooms. But most of all, according to US Postal Service, it is purchasing the right to spend money.

And the right to spend money is expensive. The biggest backers, Olympic sponsors like Anheuser-Busch, Coca-Cola, Mcdonald's and Xerox, commit up to '40 million. But, getting the rights to the Olympic rings