Liberty Mutual Agrees To Sponsor USOC Through '16 Rio Games
The USOC today will announce that Liberty Mutual has signed on as the organization's official property, life and casualty insurance company, replacing Allstate. The deal, which will cover the '14 and '16 Games, is valued at $15-20M over that period and makes Liberty Mutual one of the highest-level sponsors of the USOC alongside AT&T, BMW and others. It is a modest increase from the $10-15M over four years that Allstate paid. Liberty Mutual will not be able to activate its sponsorship until next year, but wanted to announce the deal early because the company is in the middle of celebrating its 100th anniversary.
Liberty Mutual Senior VP/Corporate Communications Paul Alexander said that the company will develop an activation plan for the Sochi Games over the next three to six months. He also said they will evaluate whether they need to hire an agency for the Olympics.
For more on this story, see today's issue of THE DAILY.