Diana Marszalek 18 May 2023 // 2:53PM GMT
CHICAGO — The United States Olympic & Paralympic Committee has tapped Zeno Group to rally support for Team USA through 2024, including the Paris Olympics.
Zeno’s remit focuses on reigniting the Team USA brand and engaging new and existing Olympic fans. Zeno will work closely with USOPC partners including the organization’s foundation (USOPF), corporate and private sponsors, National Governing Bodies (NGB) and others.
Work is already underway to drive awareness of next year’s Paralympics, which will be held in Paris next summer following the Olympic games, and supporting milestone moments for Team USA during 2023.
Zeno, which won the business following a competitive review, is part of a roster of agencies handling USOPC’s marketing and communications work leading up to the 2024 games. Wieden+Kennedy is responsible for creative strategy, including ads expected to debut later this year. Sports and entertainment agency CSM is handling experiential marketing and Next League is revamping Team USA’s website.
FleishmanHillard was the incumbent agency.
Executive VP Allison McClamroch, Zeno’s Chicago-based head of consumer brands, will lead the account work.
“It’s an exciting time at the USOPC, with so much opportunity ahead,” said Kate Hartman, the organization’s chief external affairs officer. “As we look to harness the inspirational storytelling and culture-driving power of Team USA, we’re excited to partner with Zeno to help us create and lift meaningful connections between the Olympic and Paralympic movement and the next generation of U.S. fans.”