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Marketing and Sponsorship

Phillips 66, USA Swimming Renew Long-Running Deal Through '23

The energy company will continue to hold title rights to the Phillips 66 National Championshipsgetty images

Phillips 66 has extended its sponsorship of USA Swimming through '23, a deal that will bring the longest-running corporate relationship among NGBs to its 50th anniversary. The energy company will continue to hold title rights to the Phillips 66 National Championships and presenting rights to the USA Swimming Foundation’s Make a Splash Tour, an awareness campaign designed to teach swimming and prevent drowning. The double-barrel approach gives Phillips 66 both a brand-association play with elite U.S. swimmers and grassroots access to families. “We’re at a rate where we will deliver over 1 million low- or no-cost swim lessons annually,” said Phillips 66 Manager of Brand & Reputation Tami Walker, who worked on the deal. Phillips 66 also supports the tour philanthropically. The five-year deal can be extended for another five years if both sides agree, which would keep Phillips 66 around through both the ’24 Paris and ’28 L.A. Games. The new deal includes new assets for Phillips 66, including a dedicated “Team Phillips 66,” a selection of national team athletes and coaches who will promote the relationship. Also, the parties have created “The Leadership Exchange,” a program for top USA Swimming stars to work alongside Phillips 66 scientists in STEM education sessions. “To the extent our scientists and engineers can contribute to USA Swimming, we’ll have opportunities to trade out that expertise as well,” Walker said. The company first became a sponsor of USA Swimming in '73 when it was still known as Phillips Petroleum. The company expects to celebrate the 50th anniversary with special programs in '23. Terms were not disclosed, but major sponsorships for top-tier NGBs typically are valued in the low seven figures.

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