KT Tape Acquires Presenting Sponsorship Of USOC Athlete-Focused Web Series Through '20
KT Tape has bought the presenting sponsorship of the USOC-produced video series "Working Out with Team USA" through '20. The first 30-minute episode airs Sunday on NBCSN and will be followed by 40 online videos posted weekly through the '18 PyeongChang Games. The videos document the private training regimens of six KT-sponsored Olympians and Paralympians. The series is an example of the USOC's efforts to create original content that can be sold as additional sponsorship assets during the long downtime between Olympics. Chobani bought the presenting sponsorship in '16. Terms of the presenting sponsorship were not disclosed. KT Tape, which in April extended its licensee deal with the USOC through '20, has always had a very literal marketing approach to the Games, building off of awareness generated by athletes wearing the brightly colored tape on their bodies during televised competition. KT Tape CEO Greg Venner said branded content can keep that message up in between Olympic Games. “It takes the groundwork we were able to lay with our experience in Rio and the association with the USOC to the next level, and visually show what role we play and how we help athletes as they’re training,” Venner said. Athletes in the first series include beach volleyball player Kerri Walsh Jennings, marathoner Meb Keflezighi, Paralympic skier Oksana Masters, speedskaters Thomas Hong and Mia Manganello and skier Julia Mancuso.