Baird Working To Keep USOC Relevant During Non-Olympic Years

Baird Has Worked To Keep Olympics Relevant At All Times

USOC CMO Lisa Baird in just over a year with the organization has "developed several initiatives as part of a strategy to help keep the Olympics top-of-mind, even in off years," according to Rich Thomaselli of AD AGE. Her efforts include a "partnership group within the sales and marketing department to help service existing sponsors and help them activate more" in the U.S., and the creation of "America Supports Team USA," a PR and marketing platform to "raise awareness of the Olympics between late May and early July -- taking advantage of the uniquely American patriotic holidays of Memorial Day, Flag Day and Independence Day." When asked how to keep the Olympics relevant while the Games are not in session, Baird said, "We'll never be a 365-day-a-year property. But there are times when people feel patriotic, such as that Memorial Day to July 4 period, and that time period makes a lot of sense for us." Both The Home Depot and GM ended their sponsorship deals with the USOC, and Baird said, "What they did for us was tremendous. Some of my favorite programs and campaigns came from those two sponsors." But she added, "We're also excited when we have a new sponsor, such as P&G. With the breadth of their products, it's exciting to see new innovation. I don't sit there and say, 'OK, Home Depot; I have to replace them in the same category.' I look at the market and say, 'Where does it make sense for the USOC to engage with a new partner?'" (AD AGE, 2/1 issue).

VANOC Has Told MTS To Blank Out All Ads Related To Klassen For Duration Of Games

STOP SPEED RACER: VANOC has told MTS Allstream to"blank out" all ads related to Canada speedskater Cindy Klassen for the duration of the Games because MTS is not an official sponsor. The company signed Klassen to a sponsorship contract worth more than C$1M -- reportedly the "most lucrative corporate relationship ever signed by an amateur athlete in Canada -- following the 2006 Turin Games" (EDMONTONJOURNAL.com, 2/3).

FASHION FAUX PAS? In Vancouver, Chantal Eustace notes "chunky knit sweaters, chic coats and ethereal scarves are highlights of the outfits designed for volunteers in the Olympic Victory Ceremonies." The line, created by Vancouver-based designer Yumi Eto, were unveiled yesterday. Eto said, "The most important element was, we wanted (the clothing) to be special but we didn't want it to feel like a costume. ... We didn't want them to go onstage feeling uncomfortable" (VANCOUVER SUN, 2/3). Also in Vancouver, Damian Inwood writes the outfits are "frumpy, drab, Victorian and downright scary." VANOC CEO John Furlong said, "We wanted them to be fashionable and look beautiful and think, 'I would love to be wearing one of those.'" But one fan said, "They're a little mundane. They aren't very colourful or vibrant. I don't see much of a celebration in those outfits" (Vancouver PROVINCE, 2/3).

SPEAKING OF FASHION: Polo Ralph Lauren yesterday unveiled its new Olympic collection, but L.A. Times columnist Bill Plaschke said the outfits are "not really very American because the average snowboarder or skier … can't afford Ralph Lauren anymore." Plaschke: "This just shows winter sports as an elite sport, which really hurts the Winter Olympics. They need to be showing up in jeans and big old sweaters and single colored knit hats. Nothing fancy because fancy turns people off" ("Around The Horn," ESPN, 2/2).