Today marks 100 days out from the London Games, and NBCUniversal is kicking off a new phase of increased Olympic promotion. At 8:00pm ET, all 20 NBCUniversal channels will take part in a 30-second road block promoting the 100-day countdown. The NBC Peacock and Telemundo "T" on-screen logos will add the Olympic rings. There will be an increased editorial presence on NBCOlympics.com, and more than 30 spots will begin airing in local markets on NBC Owned Television Stations and NBC affiliates. NBC Sports Group and NBCUniversal networks will participate in the USOC's Team USA takeover of Times Square (NBCUniversal).

Today's USOC takeover involves turning Times Square "into a scaled-down Olympic Village." One hundred athletes "will roam the grounds giving autographs and interviews." There will be "exhibitions in judo, taekwondo, rhythmic gymnastics, boxing and fencing" (DENVER POST, 4/18).

NBC's "Today" show this morning devoted much of its airtime to the 100-day countdown and featured numerous segments from Times Square. The show displayed an Omega London Games countdown clock placed outside the Rockefeller Center studio. U.S. sprinter Allyson Felix, swimmer Missy Franklin and hurdler Jason Richardson appeared on the show. NBC’s Matt Lauer said to Franklin, “All of the analysts who know swimming backwards and forwards are saying you are going to be the breakout star of these Games. They’re predicting multiple medals for you. Do you ever want them to just stop talking?” Franklin: “I just don’t even pay attention to it. I love what they’re saying. I appreciate it.” NBC’s Savannah Guthrie was wearing a USOC jacket during the segment. During the broadcast, a promo for NBC’s coverage of the Olympics featuring Franklin aired (“Today,” NBC, 4/18).

NBCUniversal will announce that all 32 sports at the London Games "will be streamed live at nbcolympics.com." However, "there will be a wrinkle to provide a measure of protection" for primetime telecasts. An important event "like a gold-medal race involving Michael Phelps will be streamed live on nbcolympics.com, but will not be archived on the Web site until sometime after" the primetime showing. NBC is "reversing a previous policy that did not fully embrace live streaming" (NYTIMES.com, 4/17).

The USOC today announced a new, call-to-action advertising campaign called “Raise Our Flag” that is designed to drive donations to Team USA by giving Americans a chance to buy a stitch in the flag that the team will carry in the London Games Opening Ceremony on July 27. The campaign, which was developed in collaboration with Young & Rubicam, includes a PSA that directs viewers to TeamUSA.org, where they can learn more about the initiative.

Donors can purchase a single stitch in the American flag for $12, an amount chosen to honor the '12 Games. Donors can dedicate the stitch to friends, family or a Team USA athlete and share that donation with others through Facebook and Twitter. Donors who spend $120 and buy 10 stitches will receive a commemorative flag. The flags will be stitched by Annin Flag Company, a New Jersey-based company that made the flag for the '69 moon landing. The campaign will run through July 12.

McDonald's today in the U.K. is launching a "Mascotathon" happy meal promotion featuring London Games characters Wenlock and Mandeville. The QSR will give away "nine million toys with its happy meals, encouraging children to engage with the Games." The toys include "two stepometers, a jumpometer, a bat and ball, shuttle run-counter and a relay baton." The mascots starting this weekend will take part in a "three-month regional tour of McDonald's restaurants" in the U.K. (MARKETINGMAGAZINE.co.uk, 4/16).

Also today, Kellogg Co. unveiled a campaign that focuses on how U.S. Olympic athletes get their starts. At the brand's dedicated Olympic site, consumers can watch a series of "Start Story" videos featuring Kellogg's U.S. Olympic endorsers: table tennis player Michael Landers, long jumper Dwight Phillips, swimmer Rebecca Soni, track & field Paralympian Casey Tibbs, soccer player Juan Agudelo, beach volleyball player Kerri Walsh and gymnast Jordyn Wieber (Kellogg Co.).

LOCOG Chair Sebastian Coe today revealed the organization's "Inspire a Generation" slogan for the London Games. LOCOG also unveiled details of the 22 areas across the U.K. that will host big-screen viewing parties, and confirmed that the Red Arrows air show team "will fly across the UK" on July 27, the day of the Opening Ceremony. To further mark the 100-day countdown, a "ring flower display was unveiled at Kew Gardens" (TELEGRAPH.co.uk, 4/18).

U.K. sports officials today were slated to announce an additional US$1.2M investment in U.K. Olympic and Paralympic athletes "in an effort to increase Britain's chances of a record medal haul." The new award of about US$1,600 per athlete comes as Coe "warned that it would be 'tough' for Britain to meet its target of finishing fourth in the Olympics medals table" (THETIMES.co.uk, 4/18).  

Former Versus President Jamie Davis was hired as President of the online sports retailer Fanatics. He will report to company CEO and Founder Alan Trager and will work out of its Jacksonville HQs. Fanatics on Monday bought the sports retailer Dreams for around $183M in stock and debt. While Davis oversaw Versus from '08-11, the channel was the fastest growing sports cable network in the U.S. He left the network soon after Comcast's acquisition of NBC became official.

The World Golf Foundation today is coordinating the fifth annual National Golf Day, an event that "invites industry leaders to speak to members of Congress on the continued growth of the sport and its importance to society." Among the golf execs and athletes participating in the initiative are PGA Tour Commissioner Tim Finchem, PGA of America CEO Joe Steranka and golfers Jay Haas and Bill Haas (ARIZONA REPUBLIC, 4/18).

The Packers today will announce that Delaware North's Sportservice will be the team's exclusive food and beverage provider at Lambeau Field this year (GREEN BAY PRESS-GAZETTE, 4/18).

Jamba Juice has launched the second iteration of its Team Up for a Healthy America campaign that raises awareness of the obesity epidemic. Partners who have pledged support for the '12 program include the WNBA, U.S. Water Polo, the Warriors, and Venus Williams, who will serve as the campaign's official spokesperson (Jamba Juice).

Churchill Downs is raising the price of walk-up general admission tickets to the Kentucky Oaks or Kentucky Derby on the days of those events. The price for a general admission ticket on Oaks Day is going up to $30 from $25 last year, and admission on Derby Day will increase to $50 from $40 (Churchill Downs).

Penn State has incurred about $7.5M "in expenses through the end of February in dealing with the aftermath of the Jerry Sandusky child sex abuse scandal." A majority of the tab, about $5.3M, has been spent on "crisis communications and on an internal probe." Legal expenses represent another $1.2M (AP, 4/17).

"Our goal isn't to be the first major league to do it, but in the same way that virtually all arenas and stadiums now have naming rights deals, we recognize it's only a matter of time" – NBA Deputy Commissioner & COO Adam Silver, in an e-mail, on the league taking a look at adding sponsorship elements to jerseys (N.Y. TIMES, 4/18).

"The game is physical, the game is emotional. These games are hard-fought. Having said that, I'd say player safety is monitored closely and being dealt with in an appropriate way" – NHL Commissioner Gary Bettman, on the physical nature and number of scuffles and scrums so far during the first round of the Stanley Cup Playoffs (CHICAGO TRIBUNE, 4/18).

"Everyone must feel like they're back to square one. So it is frustrating" – Blackhawks C Jonathan Toews, who is one of several players who feel that the NHL has been inconsistent with its disciplining of players during the playoffs (GLOBE & MAIL, 4/18).

"No Apologies Fire Him Now" – Sign of the lone protestor at last night's Cubs-Marlins game, Marlins manager Ozzie Guillen's first game back from a five-game suspension stemming from his comments about Fidel Castro (TRB.com, 4/17).

Soccer author Ian Ridley: "Finding it hard to reconcile talk of legacy for kids on this #100daystogo when their swimming lessons are being stopped due to cuts. … Can someone please ask Sports Minister about school sport cut-backs, meanwhile, and increasing child obesity."

Ticketmaster CEO Nathan Hubbard: "They just brought Bieber to Lakers radio booth to do play by play. We've found something he sucks at. Reverted to 'Boom goes the dynamite!'"

Fazio, Mannuzza, Roche, Tankel accountant Robert Raiola: "Knicks defeat Celts at MSG Steve Novak scored 25pts He shot 8-10 from 3 pt range. He makes $12,106 per game. Tonight he made $484 per point."

CBSSports.com's Steve Elling: "Signed up for the MLB Extra Innings package last night with Direct TV. If you don't see me until November, worry not."

If you see a tweet we will not want to miss, send it to us at editorial@sportsbusinessdaily.com.

With NBCUniveral's morning shows focusing much of their airtime on the 100-day mark until the London Games, Al Roker posted this image of U.S. swimmer Rebecca Soni on the set of Weather Channel's "Wake Up With Al" with himself and co-host Stephanie Abrams. Soni (center) brought in a Kellogg's Corn Flakes box that features her image.

Patriots OT Matt Light and TE Rob Gronkowski and Red Sox manager Bobby Valentine will be guest stock traders at BTIG's 10th annual Commissions for Charity Day at the company's State Street office.

Last night’s “Final Jeopardy!” category was “Museums.”

“For 2010 and 2011, it's gotten more visitors than any other single museum in the U.S.”

ABC’s Jimmy Kimmel: “In basketball news, last night, maybe my favorite foul ever in the history of the NBA. No. 1 was, I think, when Magic clotheslined Isiah Thomas and No. 2 was this. It happened in the game between the Dallas Mavericks and the Utah Jazz. Mavericks guard Delonte West was upset after a guard for the Jazz drew a foul on him. So he retaliated with what some are describing as a ‘wet willy.’” Footage was shown of West walking up to Jazz F Gordon Hayward and sticking his finger in Gordon’s ear during a dead ball. Kimmel: “That was no ‘wet willy,’ Delonte’s finger was dry. That was even worse: The dreaded ‘dry willy.’ You don't come back from a ‘dry willy.’ Delonte West was punished. The refs gave him a technical foul, his mom gave him two weeks without Xbox” (“Jimmy Kimmel Live,” ABC, 4/17).

Actor Mark Harmon appeared last night on ABC’s “Jimmy Kimmel Live” and Kimmel noted that Harmon played quarterback at UCLA.” Kimmel: “Do you miss that when you're wearing makeup to work?” Harmon: "To get that chance, are you kidding me? To have played in front of 90,000 people in the Coliseum and I had that opportunity." Kimmel: “What was it like being recruited?” Harmon: “Probably like ‘Dancing With The Stars.’ You get trips. They take you there and show you and tell you go to school here. I got recruited by a number of schools, almost went to Oklahoma.” Harmon said of his visit to Oklahoma, “They put me in a room very quickly with Barry Switzer, who at the time was the offensive coordinator. He had a big cigar he lit up and he kind of sat back and looked at me, leaned across the desk. He said, ‘Let me tell you something, you come to Oklahoma next year, we're going to win the national championship. Let me tell you something else, you don't come to Oklahoma next year, we're still going to win the national championship!’” (“Jimmy Kimmel Live,” ABC, 4/17).

Comedy Central’s Stephen Colbert: “Today is tax day, folks, where we are forced as a nation to hand over our hard-earned cash to the Washington fat cats. Thank God it happens only once every four years.” At this point, someone off-camera informs Colbert taxes are paid every year, to which Colbert said, “I thought it was like the Olympics. Well then why is Michael Phelps my accountant?” (“The Colbert Report,” Comedy Central, 4/17).

“What is the National Air & Space Museum?”