Sliced MEAT DEPARTMENT SPECIALS i * - IABLE ‘SAVINGS ACCOUNT’ est Calculeted Dally & Paid Monthly — = With Total Chequing Convenience MIZE RR Wiest Kootenay Savings Credit Union By ROSS HOPKINS LOS ANGLES (CP) — Alwyn Morris and Hugh Fisher, determined not to settle for third best, raced “the perfect race” Saturday to win an Olympic gold medal and cap the most successful two days Canadian canoeing has ever experienced. The victory, in the men's 1,000-metre kayak double event, was Canada's third medal of the day and sixth of the regatta, just one shy of the total from all previous Games. * Earlier in the day, Larry Cain of Oakville, Ont., added a silver in the Canadian canoe singles over 1,000-metres to go with the gold he won a day earlier over 500-metres. Then Ottawa's Sue Holloway and Alexandra Barre of Ste-Foy, Que., silver medallists Friday in the kayak double 500, teamed with Lucie Guay of Montreal and Barm Omsted of North Bay, Ont., to take the bronze in the K-4 500. On Friday, Fisher and Morris, an Ojibwa Indian who carried an eagle feather to the victory podium with him Saturday, finished third in the K-2 500 but were not satisfied with the bronze. “Yesterday was a bad dream and took awhile to get over,” said Morris, 26, of Caughnawaga, Que. “We weren't happy with our performance despite the medal.” MAY RETIRE Fisher, who is to begin medical school in the fall and will likely retire from competitive racing, said “everything was right on schedule today.” “We came here to race a perfect race and that's what we had.” Canada’s only previous Olympic gold in canoeing came in 1936 in Berlin when Francis Amyot won the C-1 1,000. Canada and Sweden both garnered six medals from the 12 events -the Swedes two gold and four silver. However, the best percentage country was New Zealand, which won all four of the finals for which it qualified. New Zealander Ian Ferguson was in on three of the Morris, Fisher strike gold gold. He won the 500 metre K-1 Friday and was part of the victorious K-2 Friday and the K-4 Saturday “I never thought I'd get three gold or that we'd win four,” said Ferguson, who first competed in the Olympics at Montreal! in 1976. Combined with the six medals won by Canadian scullers and oarsmen, the Lake Casistas venue 30 kilometres north of here was the most generous to Canadians at these Games “This is a great day for the sport in Canada.” said team manager Tim-Sample of Ottawa HAD GOOD START The Canadians gold-medal kayak crew got off to a good start and “at the 500 (metres) we picked it up for 15 strokes and were able to maintain the lead,” said Fisher Morris, given the eagle feather by an Indian band in Sacramento, Calif., where the Canadian team trained for three weeks prior to the Games, said it meant a lot to him. “I brought it (to the podium) in honor of my grandfather and all native people.” Morris's grandfather, Tom Morris, died in 1980 while he was -competing in Europe “I think he'd have been proud of me.” Cain said he raced his race but that West German Ulrich Eicke had more at the end. “My plan was to get out quick and I knew he'd make his move between 300 and 500 (metres). He just had more left than I did.” Both Cain and Morris said they'll leave here with that lingering doubt — “would I have won had there been no boycott?” I'll never know,” said Cain. “I'm pleased with what I've done here but I still wish they'd have been here.” Added Morris: “I'm disappointed that everyone wasn't here but that's international politics and it's something we had no control over.” OLYMPIC BOXING Side Bacon ag Chicken Thighs Breakfasts 49 Safeway. 250 g Package Luncheon pt rg role eats =:- “Mecareni & Cheese Safeway. 175 g Package . . Fish & Chips Fraser Vale. 250 g Pkg. .... . 9 i hag Tray Pack 542 Light Tuna ‘ir. Peanut Butter :7;* Salad Pack Consists of: *1 Stalk of Celery *1 Head Lettuce *1 Field Cucumber °1 Bunch Green Onions *1 Bunch Radishes Drumsticks Frying. Frozen. GROCERY DEPARTM 9 NT Mayonnaise si..::: Hollywood Dressings 27s... Pizza | Mix 37 P ta Pancake Syrup sir conc. 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Stars dropped game, first of a two. game total goal series by a 5-1 score Costews Photo by Ron Norman Cashing in on sports TORONTO (CP) — What was once a photocopier now is the Marathon, designed by Team Xerox “to withstand the greatest test of endurance.” Sanka decaffeinated coffee, which used to come recommended by avuncular Roberty Young, was given an athletic image this year when General Foods signed as a sponsor of the Canadian Olympic team apd sponsored a series of “Sanka Fun Runs” across the country. And the Canadian Imperial Bank of Commerce has become the Bank of the Blue Jays. Sports marketing — a traditional tool for brewers, distillers and tobacco sellers that were squeezed out of other media — is being used by more companies. Some want a powerful, competitive image; others want to reach a narrow target market On the other side of the fence, amateur sport bodies can no longer sit back and wait for the cheques to come in. Those groups are being taught to compete for sponsorship dollars according to the rules of the corporate marketplace As fast as federal government agencies turn out statistics about the population's rising interest in sports or fitness, companies such as Xerox Corp. of Stamford, Conn., are developing personal pep-rally vocabularies full of words such as “team”, “effort” and “excellence” to describe their products. The trend began to accelerate during the months before the Los Angeles Olympics, when dozens of companies saw the value of forging a link between whatever they sell and the world of athletic achievement. NO EFFORT As recently as eight years ago, most companies made no effort to reap commercial benefit from the money, goods or services they contributed to the Olympic Games, but philanthropic satisfaction is no longer enough Sponsorship of an Olympic team has become strangely reminiscent of the labelling of biscuits and underwear bought by the Royal Family; every supplier bills itself as one of a chosen few Crown Life Insurance Co. of Toronto got a running start in 1980 with advertisements that told readers: “The — Otympie team is a tough team to make. We made ” This corporate itnage-building was continued into 1984, whee the official insurer to the Olympic team launched a “ve television campaign to coincide with the Games. port. promotion, in which Crown Life has been active since oe “is a logiéal fit” for a life insurance company, said The of a standard of excellence at the highest level Today, it has tremendous commercial benefit. Francis. who has just returned from Los Angeles, said that in California “even the bread trucks that drove by had the Olympic symbol (identifying an official supplier to the athletes) painted on the side.” The Games have become, in the words of Michael Lang vice-president of Christopher Lang and Associates Ltd. a Toronto-based sport-marketing firm, “an important media with which to reach the consumer.” However, to get to the new fitness buffs — young urban professionals with disposable income who may not watch television and aren't as susceptible to conventional image-association advertising as armchair athletes “you need to approach sport on a more strategic basis participate with the consumer where the consumer is. Lang said For example, Christopher Lang's campaign for General Foods Inc., Toronto-based subsidiary of General Foods Corp of White Plains, N.Y., used the Olympics to shift the image of Sanka decaffeinated from that of a medicinal substitute for coffee into a product associated with health, youth and clean living, said Brian Cooper, vice-president General Foods sponsored a series of mini-marathons last September. Consumers were invited to “be a part of it alluding to the Olympic Games — and 15,000 showed up to run, receive Sanka T-shirts and other giveaways and taste the product Others are setting up as sports-marketing experts Lasy May, David Wilkinson, executive director of the OLntario Volleyball Association, created the Sport Marketing Institute to teach amateur sport bodies how to package themselves for corporate donors. Wilinson’s institute tries to move local amateur sport groups away from the handout mentality, helping them to market the benefits of their activity in return for financing “Attitudes changed in the 1980's” he said. “Both government and the corporate sector want a return for their money and this a greater responsibility from amateur sport. “Today, no group can walk into Labatt's and say ‘Hi, I'm volleyball, give me $500 to rum my tournament.’ Those people just aren't going to survive.” & professional marketing firm such as Christopher Lang, Wilkinson's organization is focusing on Barry Fancis, direttor of corporate began to advertise its Olympic involvement because “it is high profile, associated with health and fitness, and speaks the. level — showing a group now how to start s coupon program with the neighborhood gas station, for example. De Wit | LOS ANGELES (CP) Canada collected gold, silver and bronze in Olympic canoeing for a second straight day Saturday but Willie de Wit's gold-medal boxing hopes vanished in a third-round flurry from American Henry Tillman. De Wit, the heavyweight from Grand Prairie, Alta., appeared to win the first two rounds by scoring repeatedly with body blows but the United States fighter came back with a flurry in the third round to win a unanimous decision and the host country’s fourth boxing gold medal of the day The silver medal went to de Wit, 23, who lost his second consecutive bout to Tillman “Lil take a little rest and turn pro as soon as I can,” he said. “I'd love to get hold of Tillman as a pro. “I won't have to go and rush in like I did today. In 10 rounds, you can take time and wear him down.” Another five boxing finals were scheduled for the night card on a day when a total of 42 gold medals were up for grabs In an early track final Saturday, Raul Gonzales completed a sweep of the race walking events for Mexico, taking the 50-kilometer (31-mile) event with an Olympic best of 3:47:26. Gonzales, 32, crossed the finish line nearly two minutes Canada misses volleyball bronze LOS ANGELES (CP) Demonstrating an awesome offensive attack and tremendous shot blocking, Italy trounced Canada 3-0 Saturday to capture the bronze medal in men’s volleyball action at the Summer Olympies. The Canadians, who never enjoyed more than a two-point lead in any of the sets, were relegated to fourth place in the tournament witn 15-11, 15-12 and 15-8 losses. After being humbled 3-0 in the semifinals by the United States, which played Brazil later Saturday to determine the gold and silver medallists, Canada appeared to be both physically and mentally drained from the two week Olympic tournament. almost.all the games we had here,” said Canadian head coach Ken Maeda of Calgary. “But, we didn’t seem verry confident spiking errors.” Led by server-power hitter Franco Bertoli and middle blocker Giovanni Lanfranco, Italy dominated from the outset. The Italians streaked to an 81 lead in the first game, but were given a mild scare when Canada, ignited by power hitters John Barrett of Tornonto and Paul Gratton of Orleans, Ont., fought back late in the first set to narrow Italy’s lead to 18-11 Silver medallists at the European championships earlier this year, Italy held on to take the set by a four-point margin “I guest it’s probably my fault. but the guys were very tight in the first game and nothing we tried seemed to work,” said Maeda. “I should have been able to calm them down, but # lot of the guys were very intense during a game.” “That's always been our style to play with great intensity and go right after the other team. But some fundamental mistakes and a lack of communication on the court hurt us early.” With middle blocker Glenn Hoag of Gatineau, Que sidelined anankle injury and middie blocker Al Coulter of London, Ont., hobbled by a knee injury, the Italians continually put pressure on Canada’s defence with either vicious spikes or soft taps that had the Canadians second-guessing whenever they went to the net Power hitter Garth Pischke of Winnipeg. with several key blocks at the net, Barrett with some deft finesse shots and Gratton with his blistering spikes kept Canada alive for much of the second set, but with the score tied 12-12 Italy quickly put the set away with some fine defence and key shots by L and Piero d Sensing victory, the Italians smothered Canada by taking 26-0 lead in the third and final set and only some fine work by Gratton, Pischke, Barrett, setter Tom Jones of Mission, B.C., and power hitter Alex Ketryzinski of Toronto kept the seore respectable. oses his gold medal fight under the previous best of 3:49:24, set by Hartwig Gauder of East Germany in 1980, and almost six minutes ahead of runner-up Bo Gustafsson of Sweden. BELLUCI HAS BRONZE Gustafsson was clocked in 3:53:19 and Sandro Belluci of Italy finished third in 3:53:45. In Saturday afternoon's fight card, the American gold medallists were light flyweight Paul Gonzales, lightweight Pernell Whitaker, Welterweight Mark Breland and Tillman. Gonzales had a walkover after Italian opponent Salvatore Todisco was unable to fight due to a broken thumb in the quarter finals FOR ‘ATTITUDE’ Former champ slams LOS ANGELES (AP) Carl.Lewis’ attitude toward the Olympics seems to be ‘cold and calculating” and isn't in the real spirit of the Games, says American Bob Mathias, two-time decathlon gold medallist. I like the Daley Thompson attitude versus the Carl Lewis attitude,” Mathias said in an interview. “Carl's at titude is the only one I've seen like that during these Games. “Daley gives it everything he has in the spirit of competition.” Mathias, who won Olympic decathlon gold medals in 1948 in London and 1962 in Helsinki, watched Thompson join him Thursday as the only two-time Olympic decathlon winner. The British decat hlete, in collecting his second gold, fell one point short of the world record in the 10-event test Lewis's much-heralded quest was to match Jesse Owen's 1936 four-gold per formance in the 100-and 200-metre dashes, the long jump and 400-metre relay Mathias, now executive director of the National Fit ness Foundation, said he had been pulling for the outgoing Thompson to win his second Olympic decathlon gold BRAGS A BIT “He's a nice guy guy.” Mathias said brags a little bit, but that's just his personality. He do esn't mean it in a serious way “He's the complete op posite of Carl Lewis, who has been so cold and calculating Watch Daley in the pole vault, he equalled his per sonal best, but then he tried three more times. He wanted to do the best he could. If he'd had 10 tries, he'd have taken them all.” But Carl in the long jump, that was just the wrong attitude,” Mathias said, ref Lewis erring to Lewis taking just two jumps — one a foul — in winning his second gold medal earlier in the week Afterward, Lewis was bo oed by many in the crowd at the Coliseum for not trying for the world record. “He's in the greatest shape of anyone in the world,” said Mathias. “I know his coach said Car!'s leg was sore, but Asked to compare the decathlon with the four events in which Lewis is competing, Mathias said “Carl Lewis is a sprinter; all he can do is run fast and that’s not bad. He's the fastest in the world and that’s a heck of a feat; and the long jump is running fast and jumping. “The decathlon in an all around test. Carl's fantastic, so is the guy who wins the marathon. “Each is the best in his category. and Daley is the greatest all-around athlete in the world.” LEWIS MATCHES OWENS LOS ANGELES (AP) Carl Lewis won his record matching fourth Olympic gold medal Saturday, anch oring the United States’ 4x100-metre relay team to an easy victory Jamaica was second and Canada » Ben Johnson, Tony Sharpe. Desai Williams and Sterling Hinds, all of Toronto — won the bronze. The time was 37.83 sec onds, a world record Lewis, who earlier had won golds in the 100 and 200 metre dashes and the long jump, thus matched the Olympic record set by Jesse Owens of the United States who won the same events in the 1936 Berlin Games.