TD Ameritrade has expanded its relationship with the United States Olympic Committee (USOC), which will include involvement for the next two Olympic Games. NBC -- which will broadcast the events from Russia and Brazil -- was involved in the negotiations, suggesting the company will be a significant advertiser on coverage.
The financial firm was a USOC sponsor in the online brokerage category last year and has added personal investing and wealth management through 2016. The company will back the U.S. Olympic team as well as athletes in the Paralympics and Pan and Parapan American events.
As TD Ameritrade signed its deal in 2012, the company said it was part of a “first-of-its-kind” arrangement involving integrated marketing with NBC Olympics and the USOC. MediaVest worked with TD Ameritrade.
NBCUniversal ad sales were better than anticipated last summer as the company was in the break-even range for the Games. Interest in the Sochi, Russia event next year should be weaker, but the Rio Games in 2016 could set records with many events live in prime time in the U.S.
The USOC list of domestic sponsors includes Budweiser, Chobani, Deloitte, BP and others.