News Notes: 24 Hour Fitness Extends $10M USOC Deal
24 Hour Fitness today confirmed the extension of its sponsorship of the U.S. Olympic Committee through 2012 at a small press conference in Beijing that featured volleyball player Kerri Walsh, USA Basketball Director Jerry Colangelo and USA Basketball coach Mike Krzyzewski.
The fitness company’s previous agreement was valued in the $10 million range over the four years of the deal. Its new deal includes a mix of cash and value-in-kind, and is similar in price.
The deal, which runs from 2009 to 2012, expands on the rights 24 Hour Fitness had during the previous quadrennial. In addition to intellectual property rights, it will have rights to the U.S. Paralympic Team and a new program to employ more Team USA athletes. The fitness company, which operates in 15 states, currently employs four Olympians.
“We really think we’re a great opportunity for athletes to stay and train and work,” said Tony Wells, 24 Hour Fitness’ chief marketing officer. “We’re very excited about that in the renewal.”
The press conference was held in the 24 Hour Fitness training center at Beijing Normal University, where 22 U.S. teams are practicing and training for the upcoming Games. Colangelo, Krzyzewski and Walsh spoke at the event, praising 24 Hour Fitness for its support of USA Basketball and the USOC.
The renewal with 24 Hour Fitness is the latest in a recent string of renewals for the USOC. Since early this spring, the organization has renewed deals with Nike, Hilton Hotels and Anheuser-Busch. It also added Polo Ralph Lauren as an apparel supplier.
Chester Wheeler, USOC director of corporate sales and licensing, negotiated the deal with 24 Hour Fitness.
The USOC still has partner-level renewals to negotiate with Bank of America, Home Depot and AT&T before the end of the year, and supplier-level deals with Kellogg’s, United Airlines and Allstate.
NBA Player Jayson Williams Finds Career In Consulting
After speaking briefly during the press conference, Krzyzewski looked to the back corner of the room and said, “The greatest player to ever play for me is part of the 24 Hour Fitness team and that’s Jayson Williams.”
The former Duke basketball player and national champion is working with 24 Hour Fitness in a consulting capacity. He’s been offering advice on business development to the company since last April.
Williams’ pro career was cut short by a motorcycle accident that required multiple years to recuperate from, and he’s now eyeing a career in sports business as either a marketer or college basketball broadcaster.
“Coach and I were talking about this the other day,” Williams said of Krzyzewski. “I was the kid in school asking how can I elevate my brand. … It makes sense to do that now with a company. Having a chance to be underneath (24 Hour Fitness CEO) Carl Liebert is unbeatable.”
Williams currently lives in New York and works with 24 Hour Fitness on its program called “Hoops 24,” which is designed to develop a curriculum to teach basketball fundamentals to young people.
He flew with Liebert and Wells to Macao and Shanghai before flying to Beijing for the press conference and the Olympics.
Wells said he sees Williams continuing to consult with the company in the future as it looks to build out its basketball program.
Bleiler Gains Respect For Other Side Of Microphone
Olympic snowboarder Gretchen Bleiler has suddenly found herself on the opposite side of the microphone, and she says she’s developing a new respect for reporters.
Bleiler is working as a digital broadcast reporter for Yahoo! Sports during the Beijing Games, which she said has given her a new appreciation for people who may not know much about a sport but suddenly find themselves interviewing an athlete who participates in it.
Bleiler said she won’t be doing any NBC segments during the Games.
“I’m all Yahoo!, all the time,” she said.
