Tyson Foods, Inc. has signed as a sponsor of both the U.S. Olympic Team and USA Gymnastics.
The Olympic Team sponsorship runs through the 2008 Olympic Games in Beijing, China and the 2010 Olympic Winter Games in Vancouver, Canada. The USA Gymnastics sponsorship will extend through the Beijing Games and kicks off with the Tyson American Cup, a gymnastics international invitational to be held in Philadelphia on March 4.
“It makes good business and social sense for our company to help power not only the United States Olympic Committee but also the dreams, aspirations and preparations of the U.S. Olympic athletes,” said John Tyson, chairman and CEO of Tyson in a statement. “We’ll be an active sponsor, providing support to future U.S. Olympians at the grassroots level and building awareness of the important role protein plays in a healthy and balanced diet for people at all levels of the activity spectrum.”
In 2004, Tyson, based in Springdale, AR, was the associate sponsor of the USA Gymnastics’ post-Olympic championship tour.
“We took the first step then, now we’re trading up to a more formalized relationship,” said Steve Mason, director of advertising and brand management at Tyson.
Though details are yet to be finalized, the company plans to leverage its gymnastics sponsorship with signage and by engaging in grassroots promotions at gymnastic events, local gymnastics clubs and training programs, Mason said.
“We’re an extremely well recognized brand amongst consumers and these promotions will allow us to build on our relationship,” Mason said.
Tyson’s sports presence also includes sponsorship of Historically Black Colleges and University football tournaments.
Arnold Worldwide, Boston, MA, handles Tyson’s promotions.
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