During the 2010 Olympic Winter Games in Vancouver, 21 Sports approached the USOC and NBC with the concept of combining assets from each entity -- presenting the marketing rights of the USOC with the commercial advertising inventory of NBC in one package to potential sponsors. While simple in concept, the complexity of such an offer could only be overcome by the willingness of all parties to create a new model for Olympic sponsorship.
The Pilot Program was introduced in the fall of 2010 for the financial services sector, at a difficult time in the global economic marketplace. Within months, the new USOC/NBC offer had two commitments from Citi (retail banking) and TD Ameritrade (on-line trading). The combined commitments raised over $45.0 million for the venture and solidified the relationship between the USOC and NBC. In 2011, NBC was awarded the broadcast rights in the US through 2020, and the USOC and NBC continue to work on expanding their joint marketing effort.