USOC To Debut New Marketing Program To Extend Team USA Relevance

Mancuso Expected To Be Included In USOC's New TV Ads

The USOC this month is planning to debut a "new marketing program that officials hope extends Team USA's relevance beyond the 17-day window of the Olympic Games," according to Tripp Mickle of SPORTSBUSINESS JOURNAL. The program, America Supports Team USA, "will run from Memorial Day through July 4 and will center on a series of public-service commercials featuring Olympians calling on Americans to donate to the USOC." Officials "wouldn't confirm what the USOC's fundraising goals are, but in a private presentation to sponsors of the organization, USOC executives said they hope to raise $1[M] this year, $2[M] next year and $6[M] four years from now." The program was "first developed by" USOC CMO Lisa Baird, who "hopes the promotion becomes an annual one that sponsors activate around." The centerpiece of the marketing program "will be four to five [PSAs] that will appear on NBC and other networks that the USOC is working to secure, such as TNT or ESPN." There also "will be print and digital promotions that support the TV spots." Those ads "will feature Olympic athletes in front of an American flag explaining what it takes to be an Olympian." The ads are "expected to include Olympic stars like skier Julia Mancuso, speedskater Apolo Anton Ohno, swimmer Jason Lezak, sprinter Allyson Felix and others." U.S. swimmer Michael Phelps "will not be featured." The athletes "will wear specially designed T-shirts, which are made by Nike and will be sold at teamusa.org." Several sponsors already have "developed plans to support" the program. Hilton Hotels "will air the USOC commercials on TVs in the rooms of its hotels, McDonald's will paint its Kasey Kahne car with an Olympic theme for a NASCAR Nationwide Series race this summer, and United Airlines will feature the campaign in its magazine, Hemispheres, and on-air video" (SPORTSBUSINESS JOURNAL, 5/18 issue).

Russian Medal Winners' Bonus Payments Will Be More Than Doubled For '10 Games

CASH FOR GOLD: Russian authorities yesterday said that the Russian Olympic Committee "will more than double bonus payments for medal winners" at the '10 Vancouver Games compared to payments made at the Beijing Games. Deputy Sports Minister Gennady Alyoshin said that Russian gold-medal winners "will receive about $155,000, while winners of silver will earn roughly $95,000 and bronze medallists $65,000." Russian Olympic Committee VP Vladimir Vasin: "Such incentives are not matched by any other country." In Vancouver, Damian Inwood notes by comparison, Canadians receive $20,000 for gold, $15,000 for silver and $10,000 for bronze, while the U.S. gives $25,000 for gold, $15,000 for silver and $10,000 for bronze (Vancouver PROVINCE, 5/20).