(ATR) Lisa Baird, Chief Marking Officer for the U.S. Olympic Committee, oversees one of the largest marketing operations in the Olympics. She is the next entry in the first edition of the Around the Rings Golden 25 for women.
Based in New York City, Baird, 51, led efforts that raised more than $300 million from sponsorship and licensing deals. Under her tenure, the USOC has signed 18 new sponsors and renewed contracts with another 18. For comparison, LOCOG had 42 sponsors. Some of the new sponsors include BMW, BP, Dow Chemical and Procter & Gamble. P&G became a TOP Sponsor following its partnership with the USOC at the Vancouver Olympics. The USOC has 17 domestic sponsors, two official outfitters and a total of 34 licensees.
In 2010, she was in charge of the overhaul of the USOC brand.
At the London Olympics her base of operations was Team USA House, a massive showcase for hospitality from sponsors.
She joined the USOC in 2009. Previously she worked with the NFL as senior vice president of marketing, and with IBM as senior vice president of worldwide marketing communications.
Written and reported by the ATR Staff.For general comments or questions,click here.
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