Sponsor Spotlight -- BOA In Sponsor Talks; IPC seals Broadcasting Rights

Barclays Could Sponsor BOA

Barclays bank could be the newest sponsor of the British Olympic Association.

Marketing Magazine reported that Barclays will gain marketing rights to Team GB "until and during the summer Games in Rio de Janeiro in 2016."

However, the BOA would not confirm the deal to Around the Rings.

"We are currently engaged in discussions with a number of companies, across a number of different categories, regarding possible sponsorship opportunities," said BOA Spokesman Darryl Seibel to Around the Rings

"Those discussions are going well and there continues to be a great deal of interest in supporting Team GB and aligning with the Team GB brand, particularly off the success of London 2012. As a matter of policy, we do not disclose the names of companies with whom we are having discussions."

Only German sportswear company Adidas has renewed its sponsorship deal with the BOA since the London Olympics.

EBU and IPC reach Agreement

The European Broadcast Union and the International Paralympic Committee formed a partnership for broadcasting the 2014 and 2016 Paralympic Games.

Eurovision will broadcast the two Paralympic Games on all platforms, as well as other para-sport events through the years.

"This agreement is a major statement of intent about the growth of the Paralympic Movement and the growing appeal of the Paralympic Games," said IPC President Phillip Craven.

"To have secured so many territories through the EBU for Sochi 2014 and Rio 2016 so far out from both Games is fantastic news and I'd like to personally thank both Organising Committees for their support."

In addition to broadcasting the Paralympic Games, EBU will provide the IPC with "production, distribution and onsite activities, to enhance the coverage of IPC Championships and test events."

"We are proud to be the IPC's broadcast partner, and the EBU relishes the chance to help in the growing success of the Paralympic Movement," said EBU Director General Ingrid Deltenre.

CONCACAF Extends Partnership

CONCACAF extended and expanded its partnership with U.S. brewery MillerCoors.

The deal extends Miller Lite as the official beer of the CONCACAF Gold Cup, as well was for the 2013-14 and 2014-15 CONCACAF Champions League.

Miller Lite will use the tournament’s "intellectual property for advertising and marketing materials," as well as receiving marketing exposure for the brand in tournament marketing material.

"We are excited to have Miller Lite partnering again with Concacaf supporting our top two tournaments," said Concacaf president Jeffrey Webb.

"Miller Lite’s history and commitment to the sport in our region has left tangible benefits, including increased awareness of our events thanks to their unique activation and promotional strategies.

USA Gymnastics Partners

USA Gymnastics announced partnerships with Under Armor and AT&T.

Under Armor will "provide performance apparel, footwear, and accessories for the USA Gymnastics athletes, coaches, and staff for the next eight years, through the 2020 Olympic Games."

The deal marks Under Armor’s first with an Olympic Summer Sport governing body.

AT&T will continue its sponsorship of USA Gymnastics, as well as its "title sponsorship of the AT&T American Cup."

AT&T had sponsored USA Gymnastics for the previous eight years.

"USA Gymnastics and AT&T have enjoyed a productive and beneficial relationship since 2006, and we expect it to only improve in the coming years," said Steve Penny, president of USA Gymnastics.

AT&T will also "serve as the official telecommunications sponsor for USA Gymnastics, with exclusivity in the communications and wireless communications services."

Written by Aaron Bauer.

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