Special to NYSportsJournalism.com
November 1, 2017: While athletes train and compete for potential spots in the 2018 Winter Olympics and Paralympic Games, numerous brands already have a spot in the Games, at least on marketing rosters.
J.M. Smucker has been an official sponsor with the U.S. Olympic and Paralympic Teams since 2013, activating with Smucker’s. Folgers, Jif,and Uncrustables brands in marketing.
For the 2018 Games, J.M. Smucker is adding Sahale Snacks and Milk-Bone, the latter to get support from athletes and their pups.
Milk-Bone and sibling Meow Mix were not part of the company until a $3.2 billion acquisition of Big Heart Pet Brands in 2015.
The six brands will "leverage a mix of marketing and communications elements to convey their support for Team USA,” including TV and digital advertising, custom packaging, retail promotions and athlete partnerships, according to J.M. Smucker.
J.M. Smucker also named ten Olympic and Paralympic hopefuls and icons — and even some of their dogs — who will get company support and be part of multi-platform marketing.
They include:
• Meryl Davis, who with partner Charlie White won gold in ice dancing in the 2014 Sochi Olympics (but will not be competing in 2018), partnering with Smucker's, Jif, and Uncrustables brands.
• Jessie Diggins, cross-country skier, aligning with Folgers and, with her dog Brittany spaniel, Milk-Bone.
• Gracie Gold, figure skater, as ambassador for Jif and Uncrustables.
• Hailey Langland, snowboarder, for Sahale Snacks and with her dog Denver Milk-Bone.
• Ted Ligety, alpine ski racer, working with Folgers, Smucker's, Jif and Uncrustables brands.
• Maia and Alex Shibutani, ice dancing, with their dogs Lily and Po, are partnering with the Milk-Bone brand.
• Evan Strong, para-snowboard cross racer, representing Folgers, Smucker's, Jif, and Uncrustables.
• McRae Williams, slope-style skier, with the Smucker's, Jif, Sahale Snacks and Uncrustables.
• Torin Yater-Wallace, halfpipe skier, partnering with Smucker’s, Jif, Sahale Snacks and Uncrustables.
Smucker is also a presenting sponsor for the USOC’s official Team USA app, which includes exclusive Team USA content and the latest news, features, photos, and videos of Team USA. (The app can be downloaded in the respective app store of each major operating system.)
"Our employees are incredibly excited to support Team USA athletes again in their quest to represent our country on the world's biggest stage," Tamara Fynan, vp-marketing services for The J.M. Smucker Co., said in a statement.
“We are particularly excited about the ability of our Milk-Bone and Sahale Snacks brands to add new dimensions to how we support Team USA. Both brands have incredibly loyal consumers that are inspired by the dedication and perseverance each Olympic hopeful demonstrates."
In addition to financially supporting the U.S. Olympic and Paralympic Teams, Smucker said it would continue to provide a variety of products to each of the U.S. Olympic Training Centers and other team facilities, including those in PyeongChang.
“These products will be available to athletes and coaches as snacks and be incorporated into each venue's unique daily menus,” said the company.
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