SBD/March 6, 2013/Marketing and Sponsorship
With A Name Like Smucker's: Company Signs On To Sponsor USOC Through '16
The J.M. Smucker Company has signed a sponsorship with the USOC, giving it rights to use the five-ring logo to promote its Smucker’s, Folgers, Jif and Smucker’s Uncrustables Sandwiches. The deal runs through '16 and makes the company a sponsor-level partner, a category that typically costs approximately $10M over four years. The deal expands on Smucker’s support of U.S. Figure Skating, an NGB it has sponsored for more than a decade. Under terms of the deal, J.M. Smucker will have exclusivity in the packaged fruit and nut spreads, packaged ground or whole bean coffee, and packaged frozen hand-held sandwich categories. The company will support the USOC’s “Road to Sochi” marketing program, which includes editorial content on teamusa.org and a mobile marketing tour that will go to 15 to 20 markets. The company also will participate in the USOC’s “The Power Of” program that brings together consumer-packaged-good partners like Coca-Cola, Kellogg’s, P&G and others for USOC-branded displays at retailers during the Olympic Games. The J.M. Smucker Company CEO Richard Smucker in a statement said, “Our purpose is to help bring families together for memorable moments, and these gifted athletes do exactly the same thing for the entire country with their hard work, determination and, ultimately, unforgettable performances on the world stage.” The deal was negotiated by USOC Senior Dir of Business Development Michael O’Conor. The company does not have an agency.
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