Johnson & Johnson, 24 Hour Fitness To Sponsor USA Basketball
USA Basketball has signed Johnson & Johnson (J&J) and 24 Hour Fitness as sponsors for the Beijing Games, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. J&J's rights "are for China only," and while activation plans have yet to be determined, they "will probably be restricted to appearances and clinics for brands." 24 Hour Fitness' activation will "encompass inclusion of Olympians in advertising, Olympic send-off parties at clubs and other appearances at clubs, along with blogs from athletes competing in the Games." 24 Hour Fitness also will "leverage through a new training center in Beijing and its locations in Las Vegas, where the USA Basketball team will train." J&J also serves an IOC TOP sponsor and is the "official health care products sponsor" for more than 20 countries' Olympic committees, while 24 Hour Fitness supports the USOC as its "official fitness center, along with the rights for 11 national governing bodies." Lefton notes IMG is the sponsorship agency for both companies; IMG Chair & CEO Ted Forstmann owns 24 Hour Fitness (SPORTSBUSINESS JOURNAL, 6/2 issue).
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