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 the Games.
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.
