Two national governing bodies (NGBs) in the US have tied-up on sponsorship sales efforts.
USA Swimming, the NGB of swimming in the United States, and USA Track & Field (USATF), the NGB for track & field, long-distance running, and race walking have appointed One & All as their agency of record heading into the Olympic Games Paris 2024.
In a release, USA Swimming and USATF pointed to… ‘the agency’s creativity, state-of-the-art analytics and exceptional track record of helping organizations achieve impact as key factors in their selection.’
“Our goal in this process was to identify an agency for the coming years that shares our values and vision and one that can secure partnerships to elevate our respective sports while providing the resources our athletes so richly deserve,” said USA Swimming President & CEO Tim Hinchey III.
“By combining the assets of USA Track & Field and USA Swimming, we can compete with any property in sports across the globe. We’ve been diligent in our process, and we believe One & All is uniquely prepared to help us revolutionize Olympic sponsorship in this country on our journey to Paris and beyond.”
USATF CEO Max Siegel said “At USATF, we pride ourselves in our forward-thinking and innovative approach to driving commercial success.
“Combining our assets with those of USA Swimming, there’s not a more marketable or successful sports property. Doing so allows us to fully galvanize the opportunities in sponsorships for our NGBs and athletes. We’re looking forward to working with One & All as we look to Paris 2024 and LA28 to expand our partners and pioneer the marketplace with USA Swimming.”
One & All will be responsible for developing sponsorship marketing materials, programs and strategies for the joint sales effort.
‘The company will help identify, solicit and/or engage prospective sponsors for USA Track & Field and USA Swimming and any or all its official rights, events and media opportunities. One & All will effort to engage prospective media and content partners as two of the strongest national federations in the world of Olympic sport embark on the path of transforming how sponsors engage with the country’s premier Olympic sports and superstars.’
“As a purpose-driven agency, our goal is to connect communities to causes on a deeper level in order to create measurable value for our clients,” said Denise Wong, CEO of One & All.
“Our team looks forward to deploying the innovations we’ve pioneered recently in the digital, analytics and experiential areas to assist USATF and USA Swimming in transforming sponsorship opportunities and expanding the social impact for both the athletes and their sport.”
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