• by David Goetzl  @dgoetzl, June 29, 2012

Citi is the presenting sponsor of “Live Extra,” the section on NBCOlympics.com that will offer live coverage of all Olympic events for the London Games.

“Live Extra” promises to receive considerable traffic during work hours as NBCUniversal makes all events available live via a PC or mobile device -- rather than holding some events to air exclusively in prime time on TV.

“Live Extra” is a TV Everywhere-type service, where users must prove they pay for TV service that includes CNBC and MSNBC.

Coke and BMW also have presenting sponsorship roles on NBCOlympics.com, backing a “Golden Moments” and “Team USA” section, respectively. Both marketers have begun running pre-roll spots as the site offers coverage of the Olympic trials.

Coke banner ads on the site feature soccer standout Alex Morgan and gymnastics star Shawn Johnson. BMW’s tout its sponsorship role with the U.S. Olympic and Paralympic teams.

As part of its Proud Sponsor of Moms campaign, Procter & Gamble is the sponsor of an “Olympic 17” section that focuses on athletes and their roads traveled to London. Banner ads include a Facebook link.

Warner Bros. is backing a “Meet The Olympic Athletes” section. It’s presented by “‘Magic Mike,’” a film released Friday that may not be drawing significant interest by the time the Olympic flame is lit. The Steven Soderbergh-directed film focusing on a male stripper played by Channing Tatum, has a banner ad with a Facebook thumb that reads: “Help Make Stripping An Official Sport!”

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