Citi Launches Advertising Campaign for First Ever Sponsorship of U.S. Olympic and Paralympic Teams

Mon May 14, 2012 3:50pm EDT

* Reuters is not responsible for the content in this press release.

Citi Launches Advertising Campaign for First Ever Sponsorship of U.S. Olympic and Paralympic Teams

Campaign to showcase brand and innovative product portfolio

Today, Citi, the official bank sponsor of the 2012 U.S. Olympic and Paralympic Teams, unveiled a national advertising and marketing campaign that is the largest and most integrated U.S. sponsorship campaign in the company’s history. The campaign, which features 13 Olympic and Paralympic qualifiers, hopefuls and alumni who are members of Team Citi, includes broadcast, print, out-of-home, digital, events, promotions and retail activation. This is the first time Citi has sponsored the U.S. Olympic and Paralympic Teams.

“Citi’s sponsorship of Team USA is a significant asset to our brand and our business as a platform to engage clients and consumers in a meaningful way, particularly as we mark our 200th anniversary,” said Citi Chief Brand Officer Dermot Boden. “Few know more about the journey from ambition to achievement than the athletes who dedicate their lives to representing the U.S. in the Olympic and Paralympic Games. Through this campaign, we want to express how proud we are to support the athletes every step of the way to London, while affirming to our clients how proud we are to be a partner on their journey from ambition to achievement.”

Citi’s sponsorship-related advertisements tie into one theme: “Every Step of the Way.”

Every Step of the Way(SM), the centerpiece of the campaign, is a dynamic digital program that allows the American people to help allocate Citi’s $500,000 donation to the U.S. Olympic Committee – represented by 50 million ThankYou Points -- among different Sport Programs that have inspired Team Citi’s 13 athletes. The program helps the athletes say “thank you” while benefitting U.S. Olympic and Paralympic hopefuls and athletes of all ages in communities across America.

There are a variety of ads, many of which encourage viewers to join the Every Step of the Way movement at, and others that highlight some of Citi’s most competitive and innovative banking products, including Mobile Check Deposit, Citibank® Popmoney®,and the ThankYou® Points sharing app, among others.

“In today’s complex world, consumers want solutions that simplify their lives,” said Michelle Peluso, Citi’s Global Consumer Chief Marketing and Internet Officer. “We are excited to launch an advertising campaign that features the Team Citi Olympic and Paralympic qualifiers and hopefuls in a fun, genuine spirit while showcasing the flexibility, control, ease and simplicity that our innovative digital products deliver for our customers.”

The Campaign: Scope, Athletes, and Products

Citi’s campaign will come to life across a breadth of channels, including broadcast, print, digital, out-of-home, events, promotions and retail activation. In addition to national reach, it will feature significant penetration in key markets through retail activation in Citibank branches and on Citibank ATM screens nationwide, as well as out-of-home executions in New York City’s Bryant Park, The Grove in Los Angeles and Ogilvy Station in Chicago.

Broadcast spots which will begin airing nationally today include:

∙ Together, every step of the way. Highlighting Citi's dynamic digital program, the ads feature Team Citi athletes Cullen Jones (swimming), Amanda McGrory (Paralympic track and field), Gwen Jorgensen (triathlon) and Kari Miller (sitting volleyball) and the Sport Programs that have inspired them.

∙ Rewarding you, every step of the way. Emphasizing the benefits of being a Citi ThankYou member, the ads highlight Citi’s rewards program and unique Points Sharing app. One ad features Sanya Richards-Ross (track and field) while a second ad focuses on a couple using their ThankYou Points to travel to the London 2012 Olympic Games to cheer on Team USA.

Easier banking, every step of the way. Promoting the tools and services that make Citi’s retail bank customers’ lives easier, new ads feature Meb Keflezighi (marathon) and brothers Bob and Mike Bryan (doubles tennis) using Citi’s most competitive banking products - Mobile Check Deposit and Popmoney.

The newly redesigned microsite and landing page will also have a Team USA theme throughout the London Games.

Additional advertisements will debut during the London 2012 Olympic Games featuring a range of Team Citi athletes, including Danell Leyva (men’s gymnastics), Carlos Leon (Paralympic discus) and Christie Rampone (women’s soccer).

To view the new advertisements, please visit

About Citi:

Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management. *Citi's USOC sponsorship and media rights include U.S. corporate and investment banking, retail banking and commercial banking.

Additional information may be found at | Twitter: @CitiEveryStep | YouTube: | Blog: | Facebook: | LinkedIn:

About the USOC

Founded in 1894 and headquartered in Colorado Springs, Colo., the U.S. Olympic Committee serves as both the National Olympic Committee and National Paralympic Committee for the United States. As such, the USOC is responsible for the training, entering and funding of U.S. teams for the Olympic, Paralympic, Youth Olympic, Pan American and Parapan American Games, while serving as a steward of the Olympic and Paralympic Movements throughout the country. For more information, visit

Photos/Multimedia Gallery Available:

Citi Public Affairs
Liz Fogarty, 212-559-0486
Karen Menez, 212-819-4875