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SBD/November 8, 2012/Marketing and Sponsorship
Liberty Mutual Signs On As Official USOC Sponsor Through '16 Rio Games
Published November 8, 2012
ANY INTEREST? The USOC deal began with an e-mail that Baird sent Alexander several months ago when it became clear that Allstate would not return as a sponsor. The two had worked together when Baird was at the NFL and Alexander was at Campbell’s Soup. She asked him if Liberty Mutual would be interested in partnering with the USOC if a sponsorship became available, and he said it would. The USOC hosted Liberty Mutual execs at the London Games and took them to the organization’s training centers in Lake Placid, Colorado Springs and Chula Vista, Calif. The USOC's Mitch Poll and Michael O’Connor closed the deal. In addition to the agreement with Liberty Mutual, the USOC has a Paralympic sponsorship with The Hartford, its official disability insurance partner, and Olympic and Paralympic sponsor Highmark, its medical insurance partner.