VANCOUVER: COLD-FX, the ginseng-based flu remedy, is the newest sponsor of the Vancouver 2010 Olympics. Yet the Vancouver Organizing Committee (VANOC) remains just shy of $10 million to reach its national sponsorship target of $760 million.

“We probably need three or four more entry-level deals to reach our goal,” said Dave Cobb, VANOC's executive VP, revenue, marketing, and communications, at a press conference. The minimum sponsor contribution is $3 million.

However, Cobb said it is harder ...