Top Olympic Sponsors Look To Lesser-Known Athletes For Key Marketing Campaigns

The Rio Games are less than two months away, and many top Olympics sponsors are "digging deeper into the roster of athletes for their marketing campaigns," according to Eddie Pells of the AP. Gold Medal-winning U.S. wrestler Jordan Burroughs is "leading the way among this generation of 'new' faces." Burroughs "doesn't have the same name recognition of Usain Bolt or Michael Phelps," but that "didn't stop Hershey, Chobani and Ralph Lauren -- three major players on the USOC's sponsorship roster -- from using him prominently as part of their campaigns." Burroughs' Instagram posts "generated 1.5 million impressions for Chobani over the last 90 days with 21,400 'engagements' -- people who respond to the posts." Because of that, and "many other numbers, Burroughs ranks second" behind U.S. women's national team F Alex Morgan among the Olympians social media measurement firm MVPindex is tracking. TOP sponsor Visa "has a long list" of well-known athletes, including beach volleyball player Kerri Walsh-Jennings, swimmer Missy Franklin and USWNT MF Carli Lloyd, on its endorser roster, as well as several athletes who "are not yet household names." Namely U.S. fencer Ibtihaj Muhammad, who "chose her sport in part because it allowed her to compete while wearing a hijab." Visa is sponsoring Muhammad "not only for her well-spoken poise, but also to be part of a campaign that emphasizes 'acceptance.'" Pells noted one of the "most out-of-the-box campaigns is being run by TD Ameritrade, which is focusing on building for the future." One of the ads "paired four current Olympians -- including track's David Oliver and diving's David Boudia -- with four teenagers who may compete" in the '20 Tokyo Games (AP, 6/20).

HIGHER EDUCATION: USOC sponsor DeVry Univ. has selected two athletes to lead its Rio campaign this summer: freestyle wrestler Adeline Gray and gymnastics hopeful Donnell Whittenburg. Both are DeVry students through its partnership with the USOC. More athletes will be named as trials continue in the coming weeks, the company said. DeVry recently renewed its deal with Team USA through '20 (Ben Fischer, Staff Writer).