Liberty Mutual Insurance has become the 11th USOC sponsor to renew with Team USA through the '20 Toyko Games. The Boston-based insurer will continue to enjoy exclusivity in the property and casualty category, and is gaining a new marketing designation as the “proud protection partner of Team USA Medals.” Through its sponsorship, Liberty Mutual provides coverage and claims assistance for Olympic medals. No athlete has filed a claim since the company became a USOC sponsor in '12. Liberty Mutual Exec VP and Chief Talent & Enterprise Services Officer Melanie Foley noted a Gold Medal from the '14 Sochi Games is valued at $600, but she said, “The greater value is the peace of mind that Liberty Mutual will help facilitate the process for them." In exchange for an undisclosed sum, Liberty Mutual will continue to receive domestic rights to use the Olympic rings in marketing and access to the USA House hospitality venue at the Olympics. The company has found particular value in using Olympians and Paralympians as guest speakers at corporate events Foley said, hosting 200 such meetings in the last four years. "They have such powerful stories to tell about setting goals, working hard, improving themselves, competing and winning, and that’s very analogous to corporate America employees,” Foley said. Liberty Mutual is the presenting sponsor of the USOC’s “Road to Rio” experiential marketing tour, which culminates in a major Times Square event tomorrow. "Liberty Mutual is connecting the Team USA brand with its customers, with the public and directly to its business in meaningful ways,” said USOC Managing Dir Mitch Poll. "They are a great fit for Team USA, and we feel we make a great partnership.” The parties negotiated the extension directly. The USOC still has 14 sponsors whose deals expire later this year.
