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Group Marketing

Program guidelines for brands to follow

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Written by Athlete Marketing
Updated over 3 years ago

Click here for the full Group Marketing program guidelines on pages 10-15.

Overview

Group marketing provides athletes the opportunity to be included in more marketing campaigns, and extends exposure to feature a more diverse mix of athletes and sports.

In certain cases, athletes may be asked to participate in an initial photoshoot if there are not a sufficient amount of existing photos in the USOPC library. Once those photos are captured, there will be no additional time requirement for passive use. The USOPC manages collective athlete IP rights for athletes who opt-in and athletes are not required to enter into separate sponsorship agreements.

Team USA partners are able to access and utilize group marketing rights during the term or the term of the partner contract: March, 23, 2021 through March 31, 2022.

Examples can consist of athlete images used on:

  • Advertisements (non-TV commercials) and point-of-sale

  • OOH (traditional or digital)

  • Social and digital creative

Core Criteria

Team USA partners are responsible for adhering to these three core rules in their marketing campaigns:

  1. MINIMUM OF THREE ATHLETES: Team USA partners have the ability to utilize the Name, Image, and Likeness of three (3) or more eligible Team USA athletes in their marketing, advertising and promotional programs and materials. It is encouraged to feature both U.S. Olympic and Paralympic athletes.

  2. DIFFERENT NGBS: Each Team USA athlete featured in a Team USA partner’s creative campaign must be from a different NGB

  3. TEAM USA: Athletes must be shown collectively as part of Team USA and must be shown equally in partner creative where one athlete is not larger or more prominent than another. The creative must not unduly focus on, feature, or highlight the athlete in a manner that leads the consumer to believe the athlete personally endorses a company, product/service or cause.

Creative Guidelines

Athlete Imagery

Olympic Athlete Imagery: In an effort to support Team USA athletes and show respect for the enormous efforts they put forth, partners are strongly encouraged to use authentic athlete imagery whenever possible. Use of authentic athlete imagery will ensure sports and athletes are being represented accurately in terms of technique, precision and effort.

Paralympic Athlete Imagery: The Paralympic Movement aims to change attitudes and create more opportunities for persons with disabilities, as well as improve mobility and accessibility. In all photographs, the athlete should be the central focus, not his or her impairment. In all instances, the athlete’s impairment should not be concealed but demonstrated in a self-confident and self-evident manner.

Image Sourcing: Team USA partners can access athlete photos through the AMP Tech Platform or directly through Team USA’s preferred photography company’s website. Team USA partners are responsible for paying for applicable photo licensing fees. All athlete imagery and sourcing is subject to standard Team USA Brand Guidelines (including third party guidelines and appropriate clearances e.g. NGB approval / licensee fee). All video footage requests must follow the standard request process.

Athlete Apparel Rules

When choosing Team USA athlete imagery, for consistency it is recommended that partners feature all athletes from the same four apparel categories listed below. In rare cases, where apparel categories must be mixed, be sure to use either all official Games time imagery or all non-Games time imagery.

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