SBD/April 12, 2011/Marketing and Sponsorship

Check It Out: USOC Extends Partnership With Nike Through '16 Rio Games

U.S. Olympians will wear Nike on medal stands for at least next three Games
The USOC announced yesterday that it "has extended its sponsorship deal with Nike, meaning American athletes will wear the swoosh on the medal stand" through the '16 Rio de Janeiro Games, according to the AP. Nike, which also has contracts with USA Basketball and USA Track & Field, as well as other Olympic sports, has been a USOC partner since '05. The renewal is "another multimillion-dollar deal for the USOC, which has also recently signed with Citigroup and TD Ameritrade" (AP, 4/11). In Portland, Erik Siemers noted Nike will "provide footwear, apparel and headwear for all U.S. Olympic and Paralympic athletes, including official uniforms worn during medal ceremonies." The deal also includes "award uniforms for the 2014 and 2016 U.S. Youth Olympic Teams and the 2015 U.S. Pan American and Parapan American teams" (BIZJOURNALS.com, 4/11). The USOC-Nike renewal was first reported by SportsBusiness Journal in February.

GROUP EFFORT: In Colorado Springs, Brian Gomez reports the USOC "has $5.4 million in commitments from a fundraising group that formed last year, with hopes of reaching the $6 million mark in the next nine months as the Colorado Springs-based organization tries to secure previously untapped revenue." Eighteen members of the U.S. Olympic Foundation Board of Trustees pledged $300,000 each. Ten members were "signed up at the end of 2010, and eight have joined this year -- the goals set by the USOC are 20 by 2012 and as many as 50 in the future." Gomez notes about 40% of the USOC's revenue "comes via 26 sponsors," and about 40% "comes via a soon-to-expire partnership with NBC to broadcast the Olympics." The other 20% "is culled through fundraising" (Colorado Springs GAZETTE, 4/12). Meanwhile, the USOC today announced it has hired marketing agency Merkle as its agency of record to provide marketing for its national direct response fundraising program. The USOC will retain Merkle for a 26-month period that includes the '12 London and '14 Sochi Games (USOC).
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Nike, Marketing and Sponsorship, USOC

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