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McD’s about the kids in Rio

Published in SportsBusiness Journal on 07 / 25 / 16

After years of tinkering, McDonald’s believes it’s found a better way to execute its hallmark Olympic kids program: Make them stars in the opening ceremony and build a global activation around their adventures. The high-profile asset required an extraordinary concession to a sponsor b...

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Company Watch: American Wave Machines

American Wave Machines founder Bruce McFarland (below) envisions wave-creation technology, like used at Surf’s Up in New Hampshire, revolutionizing the sport of surfing. ALL PHOTOS COURTESY OF AMERICAN WAVE MACHIN ...

Tags: Facilities, Olympics

Glow of ’84 helps LA 2024

One of Los Angeles’ biggest assets in the race for the 2024 Olympics is what it lacks: organized local opposition. Across Europe and the U.S., opponents have helped scuttle six bids or potential bids in the last three years, the latest coming Nov. 29 when voters shot down Hamburg ’24 in ...

Tags: Olympics

Groups plan women’s winter sports fest

Executives from the U.S. Olympic Committee and the country’s largest winter sports governing body are in talks to launch a women’s winter sports festival next December in Park City, Utah. So far, organizers are focusing on women’s ski jump, freeskiing and snowboarding, said Mich ...

Tags: Olympics, Events and Attractions

IOC board approves plan for audits

The International Olympic Committee will launch independent audits of its member sports federations, national Olympic committees and local Games organizing committees, President Thomas Bach said last week. The audits will begin for the year 2016 and will cover the handling of money distributed by ...

Tags: Olympics

‘Trio’ works, though not as expected

More than 20 months after the three biggest Summer Olympic sports governing bodies united to sell bundled media and hospitality inventory, they still don’t have any takers. The “Trio to Rio,” created by USA Swimming, USA Track & Field and USA Gymnastics in early 2014, earned ...

Tags: Olympics

Milk campaign back in the pool

Milk loves the water. The dairy marketing syndicate that created “Got Milk?” has agreed to a sponsorship deal with USA Swimming that will include five American swimmers in an advertising campaign next year, sources said. The deal ...

Tags: Olympics, Marketing and Sponsorship

Dentsu to pair with USOC on Tokyo

The U.S. Olympic Committee and Dentsu Sports America have agreed to collaborate on marketing sales relating to the 2020 Tokyo Games. Terms of the deal were not disclosed. The Japan-based advertising and PR giant is already playing a starring role in the commercial side of the 2020 Summer Games. D ...

Tags: Olympics

USA Luge delays relocation decision

USA Luge won’t decide for several more months whether to move its headquarters from longtime home Lake Placid, N.Y., to Park City, Utah, delaying a decision that had been expected this year. “Funding initiatives with both parties are still an ongoing process,” said Jim Leahy, US ...

Tags: Leagues and Governing Bodies, Olympics

Blue Diamond goes nuts for swimming

Blue Diamond Growers has signed a one-year deal to be the official snack nuts of USA Swimming during the 2016 Olympic year. No financial terms were disclosed, but prior deals with major Olympic sports governing bodies have been valued in the mid-six figures annually. ...

Tags: Marketing and Sponsorship, Olympics

No harm seen to Paris 2024 bid

In the wake of the Paris attacks, the Olympic world proceeded with caution but stuck to schedules. Senior executives from the Paris 2024 Olympic bid team flew to Lausanne, Switzerland, on Wednesday during a week of bid workshops. Los Angeles; Rome; Budapest, Hungary; and Hamburg, Germany, joined as ...

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