Top athletes achieve their goals with dedication and continuous practice. AT&T follows this example in managing its Olympic sports sponsorship program, one of the largest and most enduring sports sponsorship programs ever. The appearances at fan events like this winter’s “Road to Sochi” events is just a snapshot of an extensive business partnership that brings the excitement of the Olympics to screens across America.
Ryan Luckey, Assistant Vice President of Sponsorships at AT&T, put these efforts in an historical perspective at today’s U.S. Olympic Team 100 Day Countdown celebration in New York’s Times Square: “Since Los Angeles, we have continued to grow our support for Team USA. As soon as we finish in Sochi, we have our eyes on Rio.”
As Luckey explains the marketing benefit to AT&T. “We know there is a lot of consumer passion.” The Olympic sponsorship program is part of a much larger picture that includes the famous AT&T Pro-Am golf tournament in Pebble Beach.
Having the right technology to take large volumes of broadcast and webcast video from official media sponsor NBC and deliver them to hundreds of NBC affiliates and thousands of streaming video platforms requires a large team effort. Technical experts are already in the Sochi region making meticulous plans for testing and installation. Every aspect of broadcasting strategy is covered in a detailed plan that is like a playbook. AT&T also supports the athletes who train at the U.S. Olympic Training Centers here at home with internet service and cyber cafes.
AT&T’s calling card at the U.S. Olympic Team 100 Day Countdown celebration in New York’s Times Square is demonstrating another kind of innovation. Artist Joe Hill has painted a canvas replica of a ski jump that works like a movie studio stage set. A photo platform just outside the exhibit is at just the right height to make it look like the fan being photographed is about to ski jump the next second. This format is good for social media and makes a striking impression on a Facebook cover page. You can see a small reflection on the screen in this photo.