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SBD/May 16, 2011/Marketing and Sponsorship
Disney TOP Sponsorship Could Be Part Of ESPN's Olympic TV Rights Bid
Published May 16, 2011
WORKING TOGETHER: SPORTSBUSINESS JOURNAL's Tripp Mickle reports in a move that "could affect bidding for future Olympic TV rights," the USOC "has expanded its sales partnership with NBC Sports beyond the financial services sector to also include the home improvement category." The organization and network "will collaborate to sell a home improvement sponsorship and advertising package the same way they sold the online brokerage and banking categories to TD Ameritrade and Citi, respectively." The move "underscores the USOC’s belief that a joint advertising-sponsorship package appeals to potential sponsors and increases the likelihood that the USOC will partner with a network on sponsorship and advertising sales for the 2014 and 2016 Olympics." The approach is "welcome news to the major networks, as such a decision could affect how much networks are willing to pay for Olympic rights by making future advertising packages more lucrative for a network and easier to sell" (SPORTSBUSINESS JOURNAL, 5/16 issue).