By Barry Janoff
June 26, 2012: USA Basketball unveiled today a partnership with 24 Hour Fitness making the fitness club chain an official partner of the both the men’s and women’s U.S. National Teams.
24 Hour Fitness said it would ramp up activation during training camps and exhibition games before the Summer Olympics and then have marketing presence in London during the Games.
Financial terms of the deal were not disclosed.
This marks 24 Hour Fitness' second partnership with USA Basketball, following a deal in 2008 prior to the Summer Olympics in Beijing, where both national hoops teams won gold medals.
This is the fourth new partnership for USA Hoops in recent weeks following a deal signed with Right Guard making it the official deodorant and body wash of USA Basketball, Burger King and Dr Pepper Snapple Group (7UP, Sunkist). Other marketing partners include Nike, PepsiCo's Gatorade, State Farm, Tiffany, American Express, Cisco, Metro PCS, Jeep, Got Chocolate Milk? and Visit Las Vegas.
“24 Hour Fitness has a proven history of helping world-class athletes train and perform at the highest levels,” Jerry Colangelo, chairman for USA Basketball. “By teaming with USA Basketball, 24 Hour Fitness will provide ‘best in class’ resources for the talented players from the USA Basketball men’s and women’s National Teams competing at the London 2012 Olympic Games this summer.”
As part of its activation, 24 Hour Fitness said it would promote the alliance in its clubs and during USA Basketball games, media and special events. The company said it would also run an employee contest awarding tickets to an upcoming exhibition game.
“By teaming with USA Basketball, 24 Hour Fitness will provide ‘best in class’ resources for the talented players from the men’s and women’s National Teams."
In London, 24 Hour Fitness helped to design and will sponsor the U.S. Olympic Committee’s High Performance Training Center, where athletes, including the USA Basketball men’s and women’s National Teams, will train and prepare for the 2012 Olympic Games.
"In our 30 year history, 24 Hour Fitness has been fortunate to support many great teams and athletes,” Carl Liebert, 24 Hour Fitness president and CEO, said in a statement. "We were there with USA Basketball in Beijing to celebrate their success in bringing home gold medals in 2008, and we are honored to continue this legacy as the teams prepare for the 2012 Olympic Games in London."
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