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SBD Global/April 3, 2014/Marketing and Sponsorship

Spain's Olympic Sports Association Makes Travel Agency Viajes Barceló Its 12th Sponsor

Spanish travel agency Viajes Barceló became "sponsor No. 12" for Spain's Olympic Sports Association (ADO) for the 2016 Rio Olympics, according to Enrique Ojeda of AS. Viajes Barceló is the "only one of the 12 sponsors that did not sponsor the ADO during the 2012 Olympic cycle." During that period, the ADO raised €51M, while the association is expecting to raise €36M ($49.6M) for the 2016 Olympics, a "quantity far from" the €41.1M raised for the 2004 Olympics and the €63.1M for the 2008 Olympics. The agreement "was signed at the headquarters" of Spain's Superior Sports Council (CSD). CSD President Miguel Cardenal, Spanish Olympic Committee (COE) President Alejandro Blanco and Viajes Barceló co-President Pedro Simón attended the presentation. Simón said that as a family business, "It is very easy to identify with the values of sport" (AS, 4/2).
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