SBJ/April 2-8, 2012/Leagues and Governing Bodies

USRowing seeks to make splash from marketing

For the first time since the mid-1990s, USRowing is launching a marketing campaign designed to bolster interest in the sport ahead of the London Olympics.

The national governing body has developed a Row to London logo that will be featured on branded apparel, its Facebook page and an interactive element on its website called “Outfit the Olympians” that allows fans to select training gear for athletes. In addition, it will be hosting viewing parties with NBC that coincide with National Learn to Row Day on June 2 and the day it names its Olympic team, June 22.

“We had decent success on the medal stand in Athens and Beijing, but we weren’t able to parlay that into media exposure or marketing opportunities,” said USRowing CEO Glenn Merry. “This is a way to get rowing out into the American public, and we’re starting that with the rowing public in an effort to galvanize our fan base.”

USRowing hired Beth Kohl as its CMO last year, and she worked with Merry to develop the campaign.

— Tripp Mickle


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