SBD/April 12, 2012/Marketing and Sponsorship

Step By Step: Citi Unveils Marketing Program Around London Olympics, Paralympics

Citi today unveiled its Olympic marketing program, which allows Americans to use Facebook and Twitter to direct $500,000 to non-profit sport organizations selected by the bank’s endorsed athletes. The program, which is called “Every Step of the Way,” is designed to fund U.S. Olympic and Paralympic sport programs that inspired the 13 athletes Citi signed ahead of the London Games. Citi set aside $500,000 to contribute to programs selected by the athletes. The money has been converted into 50 million "ThankYou Points" and will be distributed based on the direction of Americans who use #CitiEveryStep hashtags on Twitter or like a Team Citi athlete on Facebook. When they do, ThankYou points will be directed to organizations selected by the athletes. Citi Corporate Sponsorships & Marketing Dir Tina Davis said, “We didn’t want to just create commercials that aired during the Games. We wanted to be sure that whatever we did made some impact. All these programs are community based organizations and those are the ones hurting the most in these economic times.”
ATHLETE SPORT ATHLETE SPORT
Mike & Bob Bryan Tennis Meb Keflezighi Track & Field
Dominique Dawes Gymnastics (retired) Danell Leyva Gymnastics
Rowdy Gaines Swimming (retired) Amanda McGrory Paralympic Track & Field
Carlos Leon Paralympic Track & Field Kari Miller Paralympic Volleyball
Cullen Jones Swimming Christie Rampone Soccer
Gwen Jorgensen Triathlon Sanya Richards-Ross Track & Field
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