The International Olympic Committee struck a new deal this week with the sporting goods industry in an attempt to impose some order on the combative commercial ambitions of companies, whose internecine jostling for logo exposure rivals that of the athlete's performance in track and field. The IOC signed a marketing code with the World Federation of Sporting Goods Industry which is hoped will avoid the type of embarrassment imposed on our own Sonia O'Sullivan. One of the biggest problems for competitors in this commercial minefield is that their national team sponsor can be a rival company to their individual sponsor, who provide them with shoes, clothing and often the most lucrative advertising deal. Under the new code the country's National Olympic Committee (NOC) will have the final say on the kit worn by competitors and, according to the IOC, it is the responsibility of individual NOCs to enforce the arrangement. Will the new accord work? Experience suggests not. More unseemly scuffles can be expected among vested interests at the commercial starting line