SBD/April 6, 2012/Marketing and Sponsorship
USA Swimming Signs Three New Sponsors Ahead Of London Olympics, Trials
USA Swimming has signed three new sponsorships, Master Spas, the Century Council and Active Network. All three deals are in the supplier category, which are typically valued in the mid- to high six figures. Master Spas makes hot tubs and swimming treadmills; the Century Council is a non-profit group that runs anti-drunk driving campaigns; and Active Network is a technology company that provides online event registration tools. USA Swimming CMO Matt Farrell said, "This is good momentum going into London. Any time you're at this point and able to make new partnership announcements and develop new programs is good for our Trials, our athletes and awareness of our events." The one-year deals with Master Spas and the Century Council were negotiated in collaboration with Octagon, which represents swimmers Michael Phelps and Natalie Coughlin. Master Spas has its own deal with Phelps, and will host a Michael Phelps Swim Spa challenge at the U.S. Olympic Trials for swimming this summer in Omaha. Century Council has an endorsement deal with Phelps' mother, Debbie. The Century Council plans to do a tour of schools in Omaha with USA Swimming team members. Active.com, which signed a multi-year agreement, is developing live scoring capabilities for swim meets that will be featured on USA Swimming's "Deck Pass" app and website. The company also has a relationship with USA Triathlon.
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