IOC Eyes Russian, Brazilian Markets; Kellogg Rejoins USOC

Russia, Brazil Among Targets for Next TOP Sponsor

IOC marketing chief Gerhard Heiberg tells Around the Rings he hopes to leverage the sponsorship success seen in Sochi and Rio de Janeiro into an additional member of The Olympic Partner program.

"As seen from the IOC, we are watching what’s happening and see maybe some possibilities as TOP sponsors," he told ATR.

The more than $1 billion already attracted by Sochi 2014’s marketing program not only sets a Winter Games record but also allows the organizing committee to operate without government financing.

According to Heiberg, Rio 2016 is likewise enjoying "incredibly good results" because businesses see the Games as an opportunity to advertise not just within Brazil but across the entirety of South America.

Though time is running out for the IOC to sign a 12th TOP sponsor in time for the London Olympics, Heiberg said he is in talks with three companies in particular for after 2012.

Whether any are Russian or Brazilian, however, he would not say.

"We [wanted] to have Chinese when we were there, and we had Lenovo," he told ATR.

"We would like to have one in Russia. I have talked to some companies, and it didn’t fit very well, so unfortunately we don’t have any TOP sponsor in Russia [yet], but we may get one in Brazil and that would be interesting."

Asked if any Brazilian businesses are big enough to afford TOP’s hefty buy-in, Heiberg said that remains to be seen.

He was equally close-lipped when prompted specifically with aerospace giant Embraer, the world’s third-largest builder of commercial aircraft.

"Embraer is a good company," he said with a laugh.

For more on selling the Olympic brand and the future of TOP, stay tuned. This week’s Tuesday Talk is with Heiberg himself.

Kellogg Rejoins USOC

Cereal and convenience foods maker Kellogg Company has rejoined the U.S. Olympic Committee as a sponsor.

Kellogg's will sponsor the U.S. Olympic and Paralympic Teams for London 2012, Sochi 2014 and Rio 2016. The deal also seals Kellogg's as a sponsor of the USOC through 2016 as well as of the 2011 and 2015 U.S. Pan American and Parapan American Teams.

Kellogg's will provide financial support, breakfast foods and other products as part of the deal.

"As a company, we are committed to helping by fueling the passions of a successful Olympic team," Brad Davidson, Kellogg North America president, said in a press release.

Kellogg's partnership with the USOC dates back 35 years. The company supported the 1976-1992 Olympics and the 2000-2008 U.S. Olympic Teams.

Slalom Skier Joins Annecy Ambassadors

Annecy 2018’s latest supporter is newly crowned slalom world champion Jean-Baptiste Grange.

The skier from Savoie joins French football legend Zinédine Zidane and three-time Olympicgoldmedalist Marie-José Perec among the French bid city’s 500+ athlete ambassadors.

"From being a young boy, the Olympic Games have been a big part of life," Grande said in a statement, adding that his older brother François-Cyril co-lit the Olympic Flame at Albertville 1992.

"I’ll be 34 and it would be a dream come true if I were able to compete in the Olympic Games on my home turf".

The IOC will award hosting rights July 6 to either Annecy, Munich or PyeongChang, South Korea.

Italy House in London

The Italian Olympic Committee, CONI, will unveil the site of its "Casa Italia" for the London Olympics on Tuesday.

Reports in Italian media say the announcement will take place at 10:30 a.m. local time at CONI headquarters.

Gianni Petruchhi, CONI president, as well as Raffaele Pagnozzi and Italian Paralympic chief Luca Pancalli will make the announcement.

National Olympic Committees use the hospitality houses to showcase their country during the Games. Italy House has developed a reputation over the years for its exceptional food.

Canadian Hall Inducts Olympic Figures

IOC member Richard Pound, silver medalist Ray Bourque and 10-time Paralympic medalist Lauren Woolstencroft are among six athletes due for induction into Canada’s Sports Hall of Fame this November.

Pound was a finalist in swimming at the Rome Olympics and joined the IOC in 1978, serving as vice president for several years, and was the World Anti-Doping Agency’s first president. He also served as president of the Canadian Olympic Association.

Bourque played in the 1998 Nagano ice hockey tournament, where he was the leading scorer for a defenseman at the Games. He played in the National Hockey League for 21 years.

With her five gold medals in skiing at the 2010 Paralympics, Woolstencroft set the record for most medals won by a Canadian at a Winter Olympics or Paralympics. She earned 10 medals in all, eight gold.

The Hall has one more Olympic connection. It was recently relocated from Toronto to Calgary’s Canada Olympic Park, site of the 1988 Olympics.

Written by Matthew Grayson, Isia Reaves Wilcox and Ed Hula III.