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SBD/April 23, 2013/Marketing and Sponsorship
Citi Officially Renews Its Deal With The USOC Through '16 Rio Games
Published April 23, 2013
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DEAL DOES NOT INCLUDE NBC INVENTORY: Citi’s original deal with the USOC was a packaged agreement that included a Team USA sponsorship deal and advertising inventory on NBC during the London Games. The deal was valued at more than $25M. It was the first time the USOC and NBC had sold a package like that. But Skyler said that Citi opted not to sign on for another joint USOC-NBC deal. Skyler said, “In this situation, being that we're talking about one Games a year and a half away and another four years away, there wasn't a need to package the media time and sponsorship together. And from a financial planning point of view, it gives us flexibility in terms of not making commitments to a media spend four years away." He added that Citi is in conversations with NBC about advertising during Sochi. It also is in talks with Olympic hopefuls who could become members of a Team Citi program. Sources familiar with Citi’s plans said that it will bring back the “Every Step of the Way” marketing program it developed for the London Games. Skyler declined to comment on specific plans. The “Every Step of the Way” program allowed Americans to use Facebook and Twitter to direct $500,000 to nonprofit sport organizations selected by 13 athletes with Citi endorsement deals. The initiative was recognized by PR Week as the Cause-Related Campaign of the Year.