1996 Summer Olympics an attraction known as Coca-Cola Olympic City. The Games were affected by several instances of ambush marketing—in which companies attempt to use the Games as a means to promote their brand, in competition with the exclusive, category-based sponsorship rights issued by the Atlanta organizing committee and the IOC (which grants the rights to use Olympics-related terms and emblems in marketing). The Atlanta organizing committee threatened legal actions against advertisers whose marketing implied an official association with the Games. Several non-sponsors set up marketing activities in areas near venues, such as Samsung (which competed with Motorola), which ambushed the Games with
Coca-Cola Olympic City second area allowed patrons to ride mountain bikes on simulated competition course, race against Jackie Joyner-Kersee in a dash, perform gymnastics on a balance beam with Mary Lou Retton, and race in a simulated wheelchair race as a Paralympian. The third area included an Olympic themed theater show that took patrons through a 15-minute story about the history of the Olympic Games and the Spirit of the Games. The area also featured actual Olympic artifacts from the Olympic Museum in Lussanne, Switzerland. Other areas of Coca-Cola Olympic City included the Champions Challenge Obstacle Course and an open-air theater that feature