21st Century Fox To Sponsor '14 Special Olympics USA Games
21st Century Fox signed on to become a founding partner and presenting media sponsor for the '14 Special Olympics USA Games. The games have eight founding partners, each paying "seven figures and above" for the rights to associate with the games, said USA Games Chair & CEO T.J. Nelligan. As part of 21st Century Fox' deal, FS1 will carry an hour-long recap special on the games. 21st Century Fox also committed to carry promotional spots across its channels, including Fox News, Fox Business, Fox Sports, FX, National Geographic and 28 local stations.
Fox will devote segments on the games on its news channels and carry vignettes on athletes. "We're excited to tell the story of Special Olympics outside our bubble," Nelligan said. The Games are scheduled to be held June 14-21 in Mercer County, N.J., and are expected to attract nearly 3,500 athletes and around 70,000 spectators.
21st Century Fox set up an employee engagement program around the games and committed to promote them on its Times Square billboard. Fox will make some of its on-air personalities available at Special Olympics events and ceremonies, and Special Olympics athletes will appear on Fox shows.