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  • Rio Olympics Deliver Record Quarter for NBC Sports -- Sponsor Spotlight


    (ATR) The NBC Sports Network registered its highest marks for viewership in a quarter primarily due to the success of the Rio 2016 Olympics.

    (Getty Images)
    NBC aired an unprecedented amount of Olympic coverage during the third quarter which helped make NBC Sports Network the number two sports network in the United States throughout the quarter. NBCSN ranked number one in the month of August during the Olympics.

    NBC’s Golf Channel also benefited from golf’s return to the Olympic Games after 112 years off the program. The subsidiary reached an average daily audience of 260,000 in the third quarter, up from 159,000 in 2015.

    The network’s coverage of the Paralympics also helped bolster ratings. The Rio 2016 Paralympics marked the first time the opening ceremony was shown on American televisions. The Paralympics also garnered nearly 100,000 more viewers per day than the London 2012 Paralympics.

    NBC says the coverage was also boosted by other sporting events such as the return of Premier League football matches, Formula 1, NASCAR and IndyCar races as well as major golf tournaments such as The Open at Royal Troon.

    Dick's Sporting Goods and Kellogg Company continue partnership with Team USA

    Both Dick’s Sporting Goods and the Kellogg Company plan to continue partnerships with Team USA into the next Olympic/Paralympic Games. 

    USOC CEO Scott Blackmun (Getty Images)
    Per their agreement with the USOC, Dick's Sporting Goods will continue its in-store employment Contenders Program . The program allows athletes training for upcoming Games to have a more flexible work schedule and competitive pay.

    Athletes preparing for the PyeongChang 2018 Games will have the opportunity to participate in the program if employed by Dick's.

    “As a company that truly believes sports make people better, we are extremely proud that our Team USA athletes’ impressive performance is able to help the next generation of Contenders,” President of The DICK’S Sporting Goods Foundation Lauren Hobart said in a statement.
    42 athletes who were either employed or sponsored by Dick’s brought home a total of 23 Olympic and Paralympic medals during the 2016 Rio Games.

    Also during the 2016 Games, Dick’s pledged to donate $1,000 for every medal won through the company's Every Medal Program.

    President of The DICK'S Sporting Goods Foundation Lauren Hobart (Getty Images)
    One hundred and twenty-one Olympic and 115 Paralympic medals were awarded during the Games driving the total donation to a whopping $236,000.

    The money was used to support USA Diving, the Fencers Club, the United States Association of Blind Athletes and Ability360.

    “We have been committed to battling the youth sports funding crisis in America through our Sports Matter program since its inception in 2014, and we’re honored to be able to support deserving organizations through our Every Medal program,” Hobart adds. 

    The Kellogg Company takes it a step further by not only renewing its sponsorship for PyeongChang 2018 but Tokyo 2020 as well. 

    "It is an honor to continue to be associated with the USOC, and to help the athletes of Team USA achieve their dreams of representing our country at the Olympic and Paralympic Games," President of Kellogg North America Paul Norman said in a statement.

    All five athletes sponsored by Kellogg brought home a total of nine medals from the Rio Games. 

    "Kellogg has been a strong supporter of America's athletes, helping to provide the resources they need to pursue their dreams of competing in Olympic and Paralympic Games," CEO of the USOC Scott Blackmun said in a statement.

     "We are thrilled to continue this partnership as we engage people across the country and create excitement for Team USA." he adds. 

    The next Olympic/Paralympic Games will take place in PyeongChang, South Korea in 2018. 

    CEO of MP & Silva Resigns

    Marco Auletta has announced his resignation as CEO of the sports media rights company MP & Silva.

    Auletta has been with MP & Silva for eight years and is responsible for continuing the companies growth by providing media rights to over 200 broadcasters in 215 countries - including Grand Slam tennis, motor racing, handball, baseball, volleyball, boxing and the NFL.

    “Marco has provided fantastic leadership to help build a strong, dynamic and successful company. He has been responsible for leading an energetic team with an incomparable sales network of global sports media rights, and an invaluable reputation within the industry. I am extremely grateful to Marco for his commitment to MP & Silva, as well as his leadership, enthusiasm and management expertise. I wish him the best of luck in all future activity,” Chairman of MP & Silva Larry Feng states. 

    After creating his final partnership between Baofeng, Everbright and MP & Silva, Auletta believed it was the perfect time for his decision.

    "I am delighted to be leaving MP & Silva in such a positive fashion and I wish my successor the very best in taking on the role of CEO at this important moment in the company’s history,” Auletta said in a statement. 

    Written by Kevin Nutley and Courtney Colquitt

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