Special to NYSportsJournalism.com
April 23, 2013: Citi Group has signed an extension and expansion to its alliance with the United States Olympic Committee, taking a deal that began in 2012 prior to the Summer Olympics in London through 2016.
The new pact includes the 2014 Winter Games in Sochi and the 2016 Summer Games in Rio de Janeiro, Brazil. Citi's support of Team USA makes it the official bank partner of both the U.S. Olympic and Paralympic Teams through 2016.
Financial details were not disclosed.
Citi's initial deal, unveiled in March 2011, coincided with the firm's 200th anniversary.
“We are excited to continue our support of Team USA through the 2016 Games in Brazil,” Michael Corbat, Citi CEO, said in a statement. “Our first-ever USOC sponsorship last year proved to be a meaningful platform to engage colleagues while showcasing our innovative banking products to clients and consumers. Supporting our U.S. Olympic and Paralympic hopefuls on their journey from ambition to achievement captures how we aspire to help our clients reach their goals and we are proud to be a part of the Olympic Movement.”
In addition to its support of the USOC, Citi said it would also continue to collaborate with NBCUniversal, the official U.S. media rights holder of the Olympic Games.
Citi plans to build on an alliance that was supported by what the firm called the "largest, most integrated national advertising and marketing campaign for a U.S. sponsorship in the company’s history."
“Citi continues to demonstrate a deep commitment to supporting the inspiring journeys of U.S. Olympic and Paralympic athletes."
The effort included 13 U.S. Olympic and Paralympic members of Team Citi, who were a mix of qualifiers, hopefuls and legends. The squad included Bob and Mike Bryan, Dominique Dawes, Rowdy Gaines, Amanda McGrory, Kari Miller, Christie Rampoe and Sanya Richards-Ross.
The campaign, "Every Step of the Way," featured TV, print, out-of-home, digital, events, promotions and retail activation. It also was highlighted by a $500,000 donation to the USOC above and beyond Citi's sponsorship to launch the Every Step of the Way program intended to "benefit U.S. Olympic and Paralympic Sport Programs and support future hopefuls and athletes of all ages in communities across America," according to Citi..
“We are proud to announce our continued partnership with Citi through 2016,” Scott Blackmun, USOC CEO, said in a statement. “Citi continues to demonstrate a deep commitment to supporting the inspiring journeys of U.S. Olympic and Paralympic athletes, journeys that wouldn’t be possible without the generous support of our loyal sponsors. We were thrilled to see Citi celebrate its 200th anniversary last year during the 2012 Games, and we look forward to Citi launching its third century in partnership with the 2014 and 2016 U.S. Olympic and Paralympic Teams.”
Global sponsors of the USOC and the International Olympic Committee include Atos, Coca-Cola, Dow Chemical, General Electric, McDonald's, Omega, Panasonic, Procter & Gamble, Samsun and Visa.
In addition to Citi, USOC domestic partners include 24 Hour Fitness, Adecoo, AT&T, BMW America, British Petrolium, Anheiser-Busch (Budweiser), Chobiani, Deloitte, DeVry University, The Hartford, Highmark, Hilton, JetSet, Kellogg's, Liberty Mutual, Nike, Oakley, Ralph Lauren, Smucker's, TD Ameritrade and United Airlines.