SBD/June 20, 2013/Marketing and Sponsorship

Olympic Marketing Notes: Swimmer Cullen Jones Signs Deal With Phillips 66

Phillips 66 today unveiled a new commercial featuring Cullen Jones that will air on NBC during coverage of USA Swimming's Phillips 66 National Championships. The spot features the Gold Medal-winning swimmer telling his story of nearly drowning as a 5-year old and promoting the Make a Splash program, which teaches kids nationwide to swim. Phillips 66 sponsors the program and funds a tour with Jones that raises awareness for water safety. The program has given $2.9M in grants nationwide to reduce the costs of swim lessons. The commercial debuts during the 40th anniversary of Phillips 66’s sponsorship of USA Swimming. It is one of the longstanding sponsorships of an NGB in the Olympics. In addition to sponsoring USA Swimming since the '60s, the company has been the title sponsor of the national championships since '83 (Tripp Mickle, Staff Writer).

SWITCHING GEARS: In S.F., John Crumpacker notes U.S. middle-distance runner Alysia Montano has signed with Asics after her Nike deal "was not renewed after the 2012 Olympic Games in London, when she was fifth in the 800 meters.” Montano, who initially signed with Nike, said, "The focus should not be on the dollar bill. It is nice to be compensated for your efforts." She added the Asics deal allows her to "support myself and my family without working another job." Montano has a “secondary sponsorship deal" with Red Bull” (S.F. CHRONICLE, 6/20).

CHECK THIS: In North Dakota, Brad Schlossman reported Silver-Medal winning U.S. women's hockey players Jocelyne and Monique Lamoureux recently “signed a two-year endorsement deal with Nike to wear its products and appear at promotional events.” Financial terms of the deal were not disclosed. The twins also “have signed with Chicago Sports and Entertainment Partners, a sports agency that primarily works with Olympic athletes” (GRAND FORKS HERALD, 6/19).

TAKING ANOTHER LAP TOGETHER: USA Track & Field has extended its partnership with Indianapolis-based St. Vincent Sports Performance through '16. SVSP since '09 has provided USATF athletes medical services at St. Vincent Indianapolis Hospital. The two organizations in the coming years will work jointly on social media promotions and will develop co-branded products and events (USATF)....USA Triathlon has signed orthopedic device firm DJO Global as a Silver-Level sponsor through '14 (USA Triathlon).
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