Published March 05, 2013
DENVER – The U.S. Olympic Committee has added J.M. Smucker to its list of sponsors, bringing the jelly maker into the fold for the Sochi and Rio de Janeiro Games.
Smucker's has a long relationship with U.S. Figure Skating. USOC chief marketing officer Lisa Baird said the skating federation gets a lot of the credit for urging Smucker's to team with the USOC, as well.
Financial details on the four-year deal were not disclosed. Smucker's and its sister brands — including Jif peanut butter — will take part in a campaign grouping Procter and Gamble, Coke, Budweiser and Kellogg's into a USOC promotion called "The Power of ..."
In 2012, the program marketed products from the companies together in Olympic-themed advertisements and displays at 24 grocery chains, including Wal-Mart and Target.