USOC, NBC, Sponsors Bringing "Road To Rio" To Times Square

The USOC, NBC and seven key Olympics sponsors will bring their experiential marketing campaign “Road to Rio” to Times Square tomorrow to mark 100 days before the Rio Games Opening Ceremony. New IOC TOP sponsor Bridgestone will sponsor an invite-only cocktail party at the Metropolitan Museum of Art to kick off festivities tonight. More than 40 Team USA Olympians and hopefuls will appear tomorrow on NBC’s “Today,” while the athletes and brands will take over Times Square at 12:00pm ET for the afternoon. Liberty Mutual Insurance is the presenting sponsor, and Airweave, AT&T, BP, Citi, Kellogg’s and Samsung will activate on the square. Coca-Cola is running an athlete lounge.

Meanwhile, NBC revealed that Matt Lauer, Meredith Vieira and Savannah Guthrie will host the net's coverage of the Rio Games Opening Ceremony on Aug. 5.