(ATR) BP – the U.S. Olympic Committee’s newest sponsor – plans to use its sponsorship to raise public awareness of the Olympics between Games.
“You don’t need to raise awareness now, but in the between times you need to support the athletes for their training” David Nagel, vice president of BP’s America division, told Around the Rings.
The energy company has signed on to sponsor the USOC for three years including the 2010 and 2012 U.S. Olympic and Paralympic teams and the 2011 U.S. Pan American Team.
Nagel says BP will use its 10,000 service stations across the U.S. as a platform for the sponsorship.
“Our strategy is to look for the right long term partner,” Lisa Baird, USOC Chief Marketing Officer, told ATR. “Energy development is a huge growth area worldwide and that’s where we want to be.”
The sponsorship includes cash and “awareness raising” programs. BP also will partner with the USOC on the energy efficiency of its car fleets.
“We’ve got some programs to help them on that, so that they can get towards, what we call, zero footprint,” Nagel said.
“We’re the biggest oil and gas producer in the United States, which a lot of people don’t know that. We’re the biggest investor in energy, so we’ve spent about $6 billion a year and that’s not only for oil and gas, but also wind, solar, biofuels and also energy efficiency activities.”
With the 2010 Games underway, BP’s sponsorship will be limited for Vancouver.
“You’ll see some ads announcing our presence, but I think getting the tv ads, I don’t think you’ll see too much of that,” Nagel said.
The company also will be the presenting partner at a reception for Team USA after the 2010 and 2012 Games at the White House in Washington D.C.
BP plans to get its employees and their families involved in activities that will increase their exposure as a USOC sponsor ahead of the 2011 Pan American Games and 2012 London Games.
BP is also the official oil and gas partner for London 2012 and supporter of the British Olympic Association and British Paralympic Association.
The company has operations in more than 100 countries.
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