Created by

LA28, USOPC and Team USA

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In the Fall of 2020, the USOPC, U.S. Olympic and Paralympic Properties (USOPP; the joint venture with LA28 and the USOPC) and Team USA introduced the Athlete Marketing Platform (AMP), re-engineering how the properties work together and solve for critical needs of its athletes and partners. From white paper to launch, the 1.5-year innovative AMP build included the input from athletes, IOC, IPC, NGBs, agents and other experts.


AMP was born out of two key insights; (1) that Team USA athletes lack direct access to sponsorship opportunities; and (2) that the role of all athletes is evolving. As athletes become both the medium and the message in sport, properties must evolve too. AMP is a first-of-its-kind program that packages Team USA athletes’ name, image and likeness rights to allow partners access to Group Marketing of Olympic and Paralympic athletes in a digital marketplace, democratizing and significantly scaling how athletes access and sign marketing deals with brands. AMP solved for a need that existed for both Team USA athletes and commercial partners, balanced with the invaluable role that athletes play in representing Team USA and a priority on building sport. Made possible by a tech platform (think: Team USA merges LinkedIn with Cameo) to create a booking engine for Team USA sponsors and athletes, AMP is a critical investment to ensure athletes have the right brand building resources and opportunities to help the entire Movement grow. It’s a true testament to the value of test-and-learn, innovating with incremental program changes and feedback as it evolves, benefitting from the collaboration of multiple stakeholders who share in a vision to co-create, think differently and re-write the playbook on how properties serve their key constituents.


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Check out all the confirmed details for Leaders Week London as we prepare for the return of live events this October at Twickenham Stadium. Not to worry though, for those who can’t join us we’ll still be broadcasting the event live to the Leaders Week Direct virtual event platform.