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Team USA welcomes protesters back into the fold

Published in SportsBusiness Journal on 12 / 05 / 16

Whether or not he intended to, U.S. Olympic Committee CEO Scott Blackmun waded into the political athletes storyline in September by appointing 1968 podium protesters Tommie Smith and John Carlos as Team USA ambassadors and inviting them to the White House for a celebration of the Rio Olympic team. ...

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Tags: Sports in Society, Olympics

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04/25/16
Bud to use Manhattan mural to hype Games

Budweiser has commissioned a nearly 21,000-square-foot mural in midtown Manhattan to hype the Olympics ahead of the Rio Games, part of an expanded campaign for the official Team USA malt beverage sponsor. To create the artwork, the beer brand returned to French artist Malika Favre, who designed i ...

Tags: Olympics

04/25/16
Ring Monitor offers sponsors insight

Editor’s note: This story is revised from the print edition. International marketers were stunned when Banco Bradesco paid more than $320 million in 2011 to sponsor the 2016 Rio Games, more than what the International Olympic Committee charged at the time for worldwide Olympic rights. ...

Tags: Olympics

04/11/16
Ernst & Young sees positives in Rio

Rio 2016 sponsor Ernst & Young faces something of a high-wire act in activating at the Olympics. As the organizing committee’s embedded professional services adviser, Ernst hopes its role in helping deliver the world’s largest sports festival speaks for itself. But with a severe r ...

Tags: Olympics

04/04/16
Deloitte ends IOC talks, renews USOC

Deloitte has renewed its sponsorship of the U.S. Olympic Committee through the 2020 Tokyo Games after walking away from talks over a worldwide marketing rights deal with the International Olympic Committee. The renewed domestic relationship indicates the IOC has set aside hopes of signing a globa ...

Tags: Olympics

03/28/16
NBC plans extra Olympic trials coverage

NBC and NBCSN will air more than 76 hours of Olympic trials coverage this year, a 13 percent increase over 2012. The trials schedule, set to be released today, includes the usual heavy dose of women’s gymnastics, track and field, and swimming June 24-July 10 on both the cable and broadcast ...

Tags: Media, Olympics

03/28/16
KT Tape sticks with Games in bigger way

At the London 2012 Summer Olympics, viewers got a good look at KT Tape, a little-known product that stood out in an array of colors on the bodies of competing athletes. Sales of the brand of kinesiology tape grew exponentially, the demand so great that it caught executives of the startup flat-footed ...

Tags: Marketing and Sponsorship, Olympics

03/28/16
USOC expands push into social media

Gymnast Gabby Douglas has two Olympic gold medals. American Ninja Warrior star Kacy Catanzaro has 412,000 followers on social media. When they ran into each other at Newark International Airport earlier this month, it was hard to say who was more pumped. “Someone came up to me and said, &ls ...

Tags: Olympics

03/21/16
Visa reorg leaves Fort on the outside

The shifting landscape inside Visa’s marketing division has led to the dismissal of Ricardo Fort, a high-profile sports sponsorship executive known as a champion of his brand’s global properties. Fort, formerly senior vice president of global brand, product and sponsorship marketing, ...

Tags: Olympics

03/21/16
24 Hour Fitness ups Olympic activation

Gym chain 24 Hour Fitness is adding a Rio sweepstakes to its Olympic activation plans for the first time, seeking to “capitalize on the interest in Brazil and the first Olympics in South America” to build its membership, senior marketing manager and Olympic Games partnership director Vic ...

Tags: Olympics

03/21/16
Chocolate milk makes most of Rule 40

The Milk Processor Education Program has unveiled a new chocolate milk campaign designed to take advantage of relaxed Olympic marketing rules. Swimmers Tyler Clary and Jessica Hardy are featured in the campaign. ...

Tags: Olympics

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