Menu
Marketing and Sponsorship

USG Rebranding Includes Sponsorship Of U.S. Olympic And Paralympic Teams

USG Corp. is "launching a rebranding campaign -- only the third in its 111-year history -- with a Team USA sponsorship at the center," according to Kate Maddox of AD AGE. USG was "severly affected by the recession," and as part of its rebranding, USG "inked a four-year deal to be the official building-materials sponsor" of the U.S. Olympic and Paralympic teams. USOC Associate Communications Dir Jon Mason said USG's sponsorship "is a little bit of a departure" because the USOC typically has deals with "major global brands with a significant impact." USG will "provide materials to help build the Citi-sponsored USA House in Sochi," and also is "providing materials to help build the Olympic Training Center in Colorado Springs." Ad agency Gyro Exec Creative Dir Doug Kamp said that a "major goal is to raise brand awareness of USG, which makes drywall and other products for the construction industry." In the ads, images "morph from building scenes to life-achievement scenes." One ad "has an image of an installer carrying a sheet of drywall, which becomes a ski slope over which a Team USA snowboarder is jumping." The campaign also includes "online video and social media, featuring stories of Olympic and Paralympic athletes and the challenges they've had to overcome in their journey." USG "isn't planning TV ads" during NBC's broadcast, "although it is considering local TV spots in key markets" (ADAGE.com, 1/7).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2014/01/08/Marketing-and-Sponsorship/USG.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2014/01/08/Marketing-and-Sponsorship/USG.aspx

CLOSE