Room Service: USA Swimming Signs Three-Year Deal With Marriott

By Tripp Mickle, Staff Writer, SportsBusiness Journal

USA Swimming has signed a three-year agreement with Marriott Hotels. The deal is a cash sponsorship that sources valued in the mid-six figures. Terms of the deal allow USA Swimming's non-profit foundation to receive a percentage of a booking when its members stay at a Marriott hotel. Marriott hotels will serve as the headquarters at future USA Swimming events such as the USA Swimming Foundation's annual Golden Goggles Awards Show. Swim clubs that book and stay at Marriott hotels receive discounted rates, as well. USA Swimming CMO Matt Farrell said, "The hotel category is great in sports because its incremental and you can really drill down to measure the return-on-investment. We expect to see local level activation that ties together their local property and sales people with our local clubs." IMG worked with Marriott on the agreement. USA Swimming's previous hotel partner was Hilton Hotels, which is the USOC's official hotel partner.