USRowing recently launched its “Row to Rio” national marketing campaign. The multi-faceted platform is designed to actively involve the entire rowing community in supporting the U.S. National Team on its journey to the 2016 Olympic and Paralympic Games in Rio. The campaign aims to raise awareness for the sport of rowing and introduce 2016 Olympic hopefuls through traditional and non-traditional initiatives.
Led by a strong and bold group of Olympic Legends, and working with partners from across the country, the campaign will include club challenges, corporate and partner activations, specialized merchandise and a series of team-building and social events. In addition to Liberty Mutual Insurance, USRowing sponsors ANX, Boathouse Sports, HHilton, JanSport, Ludus Tours, Rudy Project and United Airlines will play an important role in the campaign through their support of rowing athletes. Row to Rio provides the perfect platform for sponsors and partners to align with USRowing’s gold-medal tradition.
The fundraising component will be run in partnership with the National Rowing Foundation (NRF) as part of its longstanding commitment to supporting the U.S. Team. The NRF has supported USRowing and the U.S Olympic and Paralympic teams since 1966. The grassroots campaign will incorporate competitions and events among traditional rowing clubs.
To showcase the rich heritage of the sport, USRowing is launching the “Legends Circle.” The council includes more than 50 Olympians spanning several generations and Olympiads, who will spearhead Row to Rio activities. Olympians committed to date include Sebastian Bea, Carol Brown, Peter Cipollone, John Chatzky, Ali Cox Verissimo, Anna Mickelson Cummins, Natalie Dell O’Brien, Anita DeFrantz, Jim Dietz, Susan Francia, Scott Gault, Ginny Gilder, Carie Graves, Kate Johnson, Jeff Klepacki, Kelly Mitchell, John Nunn, Ted Murphy, Taylor Ritzel, Mike Teti, Alison Townley and Mary Whipple Murray.
Additional elements of the Row to Rio campaign include:
- Once again, the campaign will rely on its strong network of 1,300 rowing clubs throughout the country to raise awareness through hosting events, viewing parties, athlete meet and greets and rowing challenges.
- RocknRow parties - hosted in key markets will allow the rowing community to join together in a fun atmosphere with 2016 Olympic hopefuls and members of the Legends Circle.
- Row to Rio Erg Challenges - fundraising competitions encouraging the community to row the distance from their hometown to Rio.
- #Rowtorio - ongoing social media campaign supported by current athletes and partners.
New elements will continue to be rolled out over the next 16 months to keep the rowing community involved and engaged at every level. The program will continue through the Games, featuring athlete and event updates from Rio.
For more information on Row to Rio partnership and sponsorship opportunities, please contact Beth Kohl
or call 203-761-8643.
To form, join or support a team, please contact us: firstname.lastname@example.org