Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Can You Tell Me How To Get To Sochi? USOC Teams Up With "Sesame Street"

The USOC today announced that it has partnered with nonprofit educational organization Sesame Workshop to be an official affiliate of Team USA through the '14 Sochi Games as well as the Paralympic Games. The joint venture will include online content featuring characters from "Sesame Street" and Team USA athletes, a "Sesame Street" family pavilion at all USOC Road to Sochi tour stops and "Sesame Street" Winter Games-themed children's apparel available at retail stores and online. A portion of all sales proceeds will support U.S. Olympic and Paralympic athletes and hopefuls (USOC). FORBES.com's Darren Heitner notes the 13-stop USOC Road to Sochi tour "will feature a co-branded interactive family tent, and a costumed character Elmo will make special appearances at select stops." This is "certainly a non-traditional partnership for both entities." The USOC "typically partners with worldwide brands that traverse demographics," while Sesame Workshop "has a flurry of partnerships, but nothing related to sport." While Sesame Workshop's partnership is with Team USA, figure skater Evan Lysacek will appear in a "Sesame Street" episode that will air in February. Blending in a partnership "with a non-traditional entity like Sesame Workshop may be a challenge for the USOC." However, the committee has "already conducted necessary due diligence to make sure that the new relationship does not interfere with existing bonds." USOC Managing Dir of Consumer Products & Licensing Peter Zeytoonjian: "We’ve shared this idea with our current partners, and the response has been universally positive. ... We believe our brands will absolutely complement one another" (FORBES.com, 12/5).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2013/12/05/Marketing-and-Sponsorship/USOC-Sesame-St.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2013/12/05/Marketing-and-Sponsorship/USOC-Sesame-St.aspx

CLOSE