SBD/October 24, 2013/Marketing and Sponsorship

Citi To Bring Back "Every Step Of The Way" Program As Centerpiece To Sochi Marketing

Citi today announced its “Every Step of the Way” program will return and be the centerpiece of its marketing for the '14 Sochi Games. The bank donated $500,000 to the USOC that will be directed to sports programs across the country. The company signed nine Olympians and Olympic hopefuls who have chosen the sports programs eligible to receive the donations. Fans can determine how the money is awarded by visiting citi.com/everystep and joining the “team” of one of the athletes, which will result in an award of $5 to sports organizations ranging from Figure Skating in Harlem to Stay on the Slopes. The program will be supported by TV, print and out-of-home advertising. Citi will debut a spot featuring its athletes in mid-January and will host Olympic-related events at retail branches across the U.S. in '14. Citi first developed “Every Step of the Way” for the '12 London Games. The initiative was recognized by PR Week as the Cause-Related Campaign of the Year.

ATHLETE
SPORT
CAUSE
Julie Chu
hockey
USA Hockey Foundation's
"Try Hockey for Free"
Billy Demong
nordic combined
Team for Tomorrow
Erin Hamlin
luge
USA Slider Search
Ted Ligety
alpine skiing
Youth Enrichment Services
Evan Lysacek
figure skating
Figure Skating in Harlem
Dan Jansen
speed skating
Olympians for Olympians Relief Fund
Picabo Street
alpine skiing
USOC Stay on the Slopes Initiative
Alana Nichols
Paralympic skiing
Paralympic Champions Fund
Rico Roman
Paralympic sled hockey
Operation Comfort
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