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Marketing and Sponsorship

USOC Deal With Dick's Sporting Goods Will Sees Olympians Work At Retailer's Stores

Dick’s Sporting Goods yesterday announced that it has "worked out a deal" with the USOC to "serve as the first official sporting goods retail sponsor to the USOC and Team USA," according to Teresa Lindeman of the PITTSBURGH POST-GAZETTE. Financial terms were not disclosed. Though most official sponsors for the '16 Rio Games "were signed up years ago, the USOC liked Dick’s pitch to give jobs to athletes." The partnership calls for sports equipment to be donated to U.S. Olympic Training Centers, with DSG also planning to "offer sponsorships and sports equipment to several Team USA athletes" (PITTSBURGH POST-GAZETTE, 2/11). The AP's Eddie Pells noted the DSG-Team USA Ambassador Program is an "important component of the partnership for the USOC, which has been looking to reinvent a program that put as many as 200 athletes to work at Home Depot until the big box store ended its long-running sponsorship" in '09. The first athlete-employees "will go to work this month at stores in Colorado Springs." USOC CMO Lisa Baird said of the DSG jobs for athletes: "It's a big reason we love this sponsorship. It gives our athletes employment opportunities in an environment where their expertise and experience is so valuable" (AP, 2/10).

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