NAGANO -- Beyond the venues where some of the world's top athletes are competing for Olympic medals, another battle is under way in this city.

Central Square, where Olympic victory ceremonies are held, has been the hottest area for companies trying to gain high visibility. Adjacent to the square, Kentucky Fried Chicken opened a new shop in December, and now competes with McDonald's, a worldwide Olympic sponsor. "Since many people gather for the victory ceremonies, we expect our sale proceeds to jump during the Olympic Games," said a Kentucky Fried Chicken spokesman, who also expressed hope that the eatery has a chance to appear on television.

A Kodak photo shop with an Olympic flame-shaped billboard opened last May. It offers exclusively Kodak film and developing services. A local Fuji retail outlet with a Fujicolor sign is two doors down the street.

Central Square, on the main street connecting JR Nagano Station and Zenkoji Temple, attracts the attention of athletes, visitors and tourists from throughout the world. In December, Kodak lost a major trade battle when the World Trade Organization rejected U.S. claims that Fuji had conspired with the Japanese government to keep Kodak products out. So Kodak, one of 11 worldwide sponsors that paid about 4 billion yen for this exclusive status, is attempting to utilize its visibility in efforts to win the trade battle for the Japanese market, currently dominated by Fuji.

The Kodak outlet offers a dazzling display of official goods that sport the Olympic emblem. It also offers e-mail services for athletes who wish to send to their home countries digital photos of themselves in action.

Company officials said Kodak's Olympic campaign has already boosted sales in Nagano. "Sales of film and disposable cameras with the Games' Snowlets mascot have gone up considerably. Through the Olympics, we would like to enhance our brand image as an international filmmaker," Kodak spokesman Toshiharu Mii said.

Fuji is meanwhile taking a wait-and-see attitude. "Although it is said that Kodak's share in Nagano has doubled, we haven't recognized the influence," said Ken Sugiyama, public relations officer at Fuji Film.