TD Ameritrade announced last week a media buy with NBC and sponsorship of the U.S. Olympic Committee for the 2012 London Olympics. The deal makes TD Ameritrade the USOC’s first official online brokerage. Sources valued the deal, which is primarily a media buy, at more than $20 million.
It is the first of three deals NBC and the USOC hope to cut together in the banking category. Last fall, the broadcaster and Olympic organization partnered for the first time on a joint marketing effort in the banking category. They planned to sell packages that included media and rights to the USOC’s five-ring logo in the online brokerage, private wealth management and retail banking categories.
TD Ameritrade’s media buyer, MediaVest, worked on the sale with NBC and Rob Prazmark’s 21 Marketing, which is under contract to represent the USOC in the joint marketing effort. The deal builds on the NBC ad sales team’s recent momentum around the London Games. It recently closed the auto category by signing an exclusive domestic advertising deal with General Motors and exclusive foreign automotive deal with BMW.
