Salt Lake City GER 12 16 7 35 USA 10 13 11 34 NOR 11 7 6 24 CAN 6 3 8 17 RUS 6 6 4 16 AUT 2 4 10 16 ITA 4 4 4 12 FRA 4 5 2 11 SUI 3 2 6 11 NED 3 5 0 8 Full 2002 table

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Delta is missing Oly exposure

Bloomberg

      Olympic visitors can scour the official guide map for hours without finding one of the best-known buildings in Salt Lake City.
      Although it's the site of figure skating and short-track speedskating, the Delta Center officially doesn't exist during the Winter Games.
      The 16,000-seat arena, home to the National Basketball Association's Utah Jazz, is still located two blocks from the world-famous Church of Jesus Christ of Latter-day Saints temple. But because of an Olympic policy that prohibits corporate names on venues, the arena has been temporarily renamed the "Salt Lake Ice Center."
      "It's a little bit confusing," said Cecelia Paglia, general manager of the arena during the Olympics. "We have people standing right below the Delta Center sign, with the map in their hand, saying, 'Where the heck is the Salt Lake Ice Center?' "
      Aside from confusing some Olympic fans, the name change is costing Delta Air Lines Inc. millions of dollars worth of publicity, analysts said.
      Even though Delta is the official airline of the 2002 Winter Games and is paying arena owner Larry Miller $25 million over 20 years to put its name on the building, Olympic officials refused to lift their ban against corporate advertising at any venues.
      "We're not disappointed," Delta spokeswoman Peggy Estes said. "This is exactly what we expected. It is a part of our agreement with the Salt Lake Organizing Committee."
      During Monday night's figure skating coverage on General Electric Co.'s NBC, announcers mentioned the name "Salt Lake Ice Center" 20 times, according to Eric Wright of Joyce Julius & Associates, a company that estimates the value of corporate sponsorships.
      If they said "Delta Center" instead, the third-largest U.S. passenger carrier would have received an estimated $4.3 million in exposure, Wright said. The figure is based on the $600,000 NBC is charging for a prime-time, 30-second commercial during the Olympics.
      "That's just one night's events in that arena," Wright said. "Multiply that by the number of nights they'll have events there and it comes out to a huge number."
      The arena will feature four nights of short-track speedskating and 10 nights of figure skating, one of the most popular sports at the Olympics.
      Wright said the name change is also costing Delta an estimated $1 million in missed exposure in newspapers and television reports, which have focused heavily on the judging dispute in pairs figure skating.
      Russians Anton Sikharulidze and Yelena Berezhnaya won the gold medal in Monday night's event, beating out Jamie Sale and David Pelletier, even though many commentators said the Canadians skated a cleaner program. Canadian officials appealed following reports that a French judge said she was pressured into voting for the Russians, and Olympic officials announced Friday that the Canadians would get a duplicate gold medal.
      The arena's name was changed from the Delta Center to the Salt Lake Ice Center at 12:01 a.m. local time on Feb. 3, about eight hours after the Jazz finished their game against the Portland Trail Blazers.
      At that point, SLOC took control of the building and began removing all advertisements, including those for Anheuser Busch Cos.' Budweiser and Coca-Cola Co.'s Coke. All corporate ads were taken down or covered with colorful signs that reflect the Olympics theme.
      "It is now what we call a clean venue and the look is extremely good," said Penny Dain, director of media for the arena during the Games. "It's been done beautifully."
      As part of the agreement between SLOC and the arena's owner, the Delta Center name was allowed to remain on the outside facade of the building. However, it's called the Salt Lake Ice Center in all Olympic media guides, press releases and official Web sites.