Team GB to Gain Promotion Through Deal
A new deal between Team GB 2012, its partner Visa Europe and the News International Group will promote more than 1,200 Olympic and Paralympic athletes ahead of the 2012 Games in London.
The agreement means New International newspapers including The Sun, News of the World, The Times and The Sunday Times will become official newspapers of Team 2012. New International Group also will include a Team 2012 campaign featured on multiple channels.
"This wide-reaching partnership with News International enables us to engage with a large audience across a variety of channels," Mariano Dima, Visa Europe’s Chief Marketing Officer, said in a press release.
"We are delighted to be working with Visa Europe to generate maximum public support for the Olympic and Paralympic games."
Visa has been the Presenting Partner of Team 2012 since 2009.
North Face Plows Ahead with Freeskiing
Even before winning full acceptance at the Olympics, the disciplines of freeskiing become a brand in the U.S. thanks to a sponsorship from The North Face.
The outdoor clothing and gear company has signed an eight-year deal to become the first sponsor for the new U.S. Freeskiing brand. The move demonstrates the marketing appeal of the free skiing, even before all of its disciplines gain Olympic admittance.
The North Face, which prides itself on pushing boundaries, believes it has found a good fit with freeskiing, considered the new frontier of snow sports.
"We have a rich history in snow sports, both ski and snowboard," Aaron Carpenter, vice president of marketing, The North Face, tells ATR. "Over the last decade in particular as we’ve grown really rapidly, we’ve been involved in the key milestones in snows sports."
"The freeski element of skiing in general is growing like crazy, so we see massive opportunity in the future of the sport," says Carpenter.
Andrew Judelson, chief revenue and marketing officer for USSA, says that by becoming U.S. Freeskiing’s first sponsor, The North Face is making "a huge statement. They’re willing to take the calculated risk" associated with believing the disciplines will get into the Olympics.
The North Face will outfit the U.S. team at both the 2014 and 2018 Winter Olympics, but its presence will obviously be bigger if all disciplines are included.
Aggreko Lights Up London 2012
The London Olympics and Paralympics will get its power from generator company Aggreko after signing a sponsorship deal.
Aggreko will be a tier three sponsor of the 2012 London Games, meaning the deal is worth nearly $59 million.
The company will provide power to more than 40 venues used for the Games.
Aggreko also worked with the 2008 Beijing Olympics and 2010 Vancouver Olympics and provided temporary power at the 2010 World Cup in South Africa.
USA Gymnastics Partners with Hilton
Hilton Worldwide will support athletes and members of USA Gymnastics after partnering with the federation until 2012.
Through the partnership, Hilton Worldwide will help provide amenities upgrades to the USA Gymnastics National Training Center at the U.S. Olympic Training Site.
"The type of support Hilton is providing is crucial for our top gymnasts to achieve success," Steve Penny, USA Gymnastics president, said in a press release.
"Whether it is added comfort after a long day of training at the Ranch or increasing the support for our athletes, Hilton is making a valuable contribution to our Olympic preparation. Combined with the benefits we plan to deliver to our members, this is a comprehensive partnership."
Hilton Worldwide also created Team Hilton HHonors as part of the partnership. The program will support male gymnasts financially. The gymnasts are: Alexy Bilozertchev, Chris Brooks, Andrew Elkind, Wes Haagensen, Paul Hamm, RJ Heflin, Danell Leyva, Joey Hagerty, Jonathan Horton, Danell Leyva and Tim McNeill.
Briefs …
... TOP sponsor McDonald's named Kevin Newell as its exec Vice President-global chief brand officer. Newell replaces Steve Easterbrook who became McDonald's Europe president.
… Grocery chain Tesco will sponsor the GB Olympic Canoeing Team for two years. Tesco will provide funding for British athletes and sell canoes and kayaks through its sales catalog.
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With reporting from Isia Reaves Wilcox and Karen Rosen.
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