Citi strengthens global presence with International Paralympics sponsorship
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Citi is switching up its Olympics strategy. The financial giant will no longer sponsor the U.S. Olympic and Paralympic teams, but has instead entered into a partnership with the International Paralympic Committee through 2020 in 18 countries.
“These athletes have overcome adversity to achieve the world’s most elite level of sporting excellence,” said Citi CEO Michael Corbat in a statement. “Their strength, perseverance and determination is truly what makes them exceptional.”
While there’s no creative around the new sponsorship yet, the bank is expected to time new marketing campaigns and promotions to the 2020 games and qualifying events in 2019. The brand, which had sponsored the U.S. Olympic and Paralympic Teams in 2012 and 2016, works with Publicis.
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