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