Money makes the Olympics go around. Without the private sector
financially supporting Olympic athletes, it’s fair to say in
many cases, athletes might never be able to afford to make it to
Sponsors pay dearly for the privilege. The trade-off? Big
business looks big-hearted. But taking the plunge into Olympic
sponsorship can come in many forms and this year, Citigroup,
reeling and now finally working to recover from the financial
crisis, decided to jump in heart-first.
The gigantic, global bank has never sponsored the Olympics
before, but when it made the decision to do it for London 2012, the
company took it beyond slapping its logo on venues. In a FOX
Business/FOXSports.com exclusive, Citi’s chief brand officer,
Dermot Boden, met up with us at USA House to explain how well he
believes the bank’s involvement is already paying off.