Sponsor Spotlight -- FIG Media Agency; Torch Relay Promotion

FIG Media Agency

The International Gymnastics Federation appointed IEC in Sports as its official media agency.

IEC in Sports will distribute media rights for the Artistic and Rhythmic World Cup and the FIG Challenge Cup.

The federation will continue to sell broadcast rights to its major events in addition to this partnership.

"This partnership is the result of a long-term collaboration with IEC in Sports and we trust in the professionalism of their teams," said FIG communications director Oliver Strebel.

"Whilst the distribution of the World Championships remains our responsibility, we have secured deals in certain territories in collaboration with IEC in Sports."

Aeroflot Shoehorn

The Aeroflot jet that flew the Olympic flame to Russia from Greece last weekend was stocked with the business cabin amenities kit the airline has branded with the look of Sochi.

That includes what may be a first-ever Olympic shoehorn and eye mask.

Torch Relay Lack of Promotion

The Olympic torch relay and 2014 Olympic Winter games in Sochi may be one of the most important events for the country since the formation of the Russian Republic 20 years ago. But at least from an unscientific survey on the way to the airport Monday and from the airport to Moscow Sunday, the Olympics are a state secret.

We passed by dozens of billboards and other outdoor signage and saw just one billboard, the biggest of all from Coca-Cola, promoting the torch relay. Coke is one of three presenting partners for the relay. And that was that. Nothing else about Sochi 2014, whether to buy tickets or simply raise national interest in Russia’s first-ever Winter Olympics.

USA Luge Sponsor

High Peaks Dental will become the official dental practice of USA Luge.

The agreement was signed September 23 with officials from USA Luge and High Peaks dentists.

High Peaks Dental will provide USA Luge staff and athleteswith premier dental services as well as dental savings plans.

"Our team and staff are excited to have a local, Lake Placid-based organization like High Peaks Dental as supporters of USA Luge," said Dmitry Feld, USA Luge marketing manager.

"We look forward to a ‘bright’ relationship with High Peaks Dental, and brighter smiles."

SportAccord Convention Sponsor

Star Alliance Airlines will sponsor the 2014 SportAccord Convention.

Start Alliance will be the Official Airline Network for the convention, which will entitle delegates to receive discounted airfare on certain airlines.

The 2014 SportAccord Convention will be held in Belek, Turkey on April 6-11.

Written byEd HulaandAaron Bauer

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