SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/April 12, 2011/Marketing and Sponsorship
Check It Out: USOC Extends Partnership With Nike Through '16 Rio Games
Published April 12, 2011
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).