SBD/May 24, 2012/Marketing and Sponsorship

Nike Looks Into Possible Sponsorship Deal With 2016 Rio Olympics

Nike is "looking to expand its reach further in the international Olympic world, including a possible sponsorship deal with the 2016 Games in Rio de Janeiro," according to Stephen Wilson of the AP. Nike Brand President Charlie Denson said, "We've always focused on the athlete. The misperception might be that we don't spend time with the federations or the organizing committees or things like that. This is an opportunity at this event to engage with them more directly on a broader scale." Nike has "dozens of agreements with national and international governing bodies, including federations in China, Brazil, Russia and Qatar." The U.S. Olympic basketball and track & field teams that will compete at the London Games "also are backed by Nike". Benson said, "We look at the Summer Games as one of the biggest opportunities we have to introduce new products and technologies." While adidas is an official sponsor of the London Games, Denson "confirmed Nike is interested in becoming the sponsor" for '16, the first Olympics in South America. Denson: "We don't have anything in place yet and we never comment on ongoing conversations. We have great relationships in Brazil. We're always interested in whatever types of relationships we can engage in" (AP, 5/23).
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