Citi Launching Olympic-Themed "Every Step Of The Way" Campaign

Financial services companies are “gearing up to be big players” at the London Games, and first-time USOC sponsor Citi is “clearly putting heft behind its ‘Every Step of the Way’ campaign.” The effort debuts today. Citi declined to unveil its terms, but sources said that Citi “will spend almost $10 million over the course of the three-month campaign.” That amount is “in addition to the $10 million to $15 million it shelled out to become a USOC sponsor for a four-year cycle.” Meanwhile, TD Ameritrade, which signed a deal with the USOC “in the online-broker category last year,” today breaks a new campaign around the Special Olympics (ADAGE.com, 5/13).