By Duncan Mackay

Citi USOC logoApril 23 - Another major multinational company has renewed its sponsorship of the United States Olympic Committee (USOC) with leading global bank Citi agreeing to continue its support of Team USA through until Rio 2016.

Citi, who had become an American team sponsor for London 2012 to mark its 200th anniversary, will be the official bank partner of the US Olympic and Paralympic teams for both next year's Winter Olympics and Paralympics in Sochi, as well as Rio.

"We are excited to continue our support of Team USA through the 2016 Games in Brazil," said Citi chief executive Michael Corbat. 

"Our first-ever USOC sponsorship last year proved to be a meaningful platform to engage colleagues while showcasing our innovative banking products to clients and consumers. 

"Supporting our US Olympic and Paralympic hopefuls on their journey from ambition to achievement captures how we aspire to help our clients reach their goals and we are proud to be a part of the Olympic Movement."

It is another coup for the USOC, who earlier this month signed another agreement with AT&T, which means the Dallas-based company will be celebrating 30 years of sponsoring the organisation.

"We are proud to announce our continued partnership with Citi through 2016," said USOC chief executive Scott Blackmun.

"Citi continues to demonstrate a deep commitment to supporting the inspiring journeys of US Olympic and Paralympic athletes, journeys that wouldn't be possible without the generous support of our loyal sponsors.

"We were thrilled to see Citi celebrate its 200th anniversary last year during the 2012 Games, and we look forward to Citi launching its third century in partnership with the 2014 and 2016 US Olympic and Paralympic teams."

Citi Bank London 2012 advertCiti launched a major advertising campaign around London 2012 to mark their sponsorship of the USOC, which coincided with the bank's 200th anniversary

For its first-ever Team USA sponsorship in 2012, New York City-based Citi announced a $500,000 (£327,000/€384,000) campaign to benefit US Olympic and Paralympic Sport Programmes and support future hopefuls and athletes of all ages in communities across America.

As part of its sponsorship, Citi executed the largest, most integrated national advertising and marketing campaign for a US sponsorship in the company's history.

The campaign, which featured 13 US Olympic and Paralympic members of Team Citi - a mix of qualifiers, hopefuls and legends - included broadcast, print, out-of-home, digital, events, promotions and retail activation.  

Citi earned "Cause-Related Campaign of the Year" for the Every Step of the Way campaign at PR Week's annual awards.

Contact the writer of this story at [email protected]

Related stories
August 2012: David Gold - London 2012, Citi's first Olympic partner, will be one that's hard to forget
March 2011: Citi named official sponsor of 2012 US Olympics and Paralympic teams