May 11, 2011: As the 2012 Summer Olympics in London draw closer, the U.S. Olympic Committee and its marketing partners are becoming more intense in marketing efforts and consumer activations.
The USOC has enhanced its marketing roster, signing a multi-year deal with PR Nutrition to create, develop and sell a line of Team USA performance nutrition bars.
Financial terms were not disclosed.
The alliance, which runs through June 2017, makes PR*Bar the official performance nutrition bar licensee of the USOC, the U.S. Olympic Team and the U.S. Paralympic Team.
In April, the USOC signed a deal that returned Kellogg's as a marketing partner after a three-year absence.
Earlier this year, the USOC extended its alliance with Nike and signed new deals with Citigroup and TD Ameritrade.
Under terms of the new deal, PR*Bar will consult with USOC sports dietitians to create, develop and sell a line of Team USA performance nutrition bars. This marks the first time USOC sports dietitians will consult with a nutrition bar company to help create a product based on collective input, according to the Olympic organization.
PR*Bar’s line of Team USA performance nutrition bars, as well as PR*Bar’s U.S. Olympic-branded nutrition bars, will be available at retail in mid-2011. A portion of the proceeds of these sales will support the training of U.S. Olympic and Paralympic athletes and hopefuls.
In addition, PR*Bar’s Team USA performance nutrition bars will be available to U.S. Olympic and Paralympic hopefuls at the U.S. Olympic Training Centers in Colorado Springs, Colo., Chula Vista, Calif., and Lake Placid, N.Y., and at the Olympic and Paralympic Games.
"Our athletes work hard . . . Team USA performance nutrition bars will help them power their bodies for training and competition."
“We are thrilled to welcome PR*Bar into the U.S. Olympic Family of licensees,” Lisa Baird, CMO for USOC, said in a statement. “Our athletes work hard each and every day to be at their peak performance, and having easy access to Team USA performance nutrition bars will help them power their bodies for training and competition. In addition, fans who purchase PR*Bars will also be helping to support America’s athletes by financially contributing to their Olympic and Paralympic journeys.”
According to Bill Logue, co-founder and CEO of PR Nutrition, based in Carlsbad, Calif., “It’s an incredible honor to be part of the U.S. Olympic and Paralympic Family, and we look forward to introducing our new line of Team USA performance bars. Moreover, we are happy that the Team USA bars, as well as our PR*Bar family of products, will provide proceeds to support U.S. Olympic and Paralympic athletes.”
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