The United States Olympic Committee announced today details of the Road to Rio Tour presented by Liberty Mutual Insurance. The nine-stop tour will circle the country from July 4, 2015, to Sept. 10, 2016, bringing the spirit of the Olympic and Paralympic Games to Team USA fans. Tour elements will include interactive sport participation, virtual-reality experiences, athlete meet and greets, Team USA giveaways and sponsor engagement.
New to the “Road to…” tour series, the Rio edition will expand to the year before the Games, giving fans access to Team USA athletes and experiences earlier than ever before, and heightening awareness and excitement for the Rio Games in the buildup to 2016. Also new is the addition of an athlete spokesperson for the tour, Olympic gymnastics champion Nastia Liukin, who will make appearances at various cities throughout the 2015-16 schedule. The five-time Olympic medalist in gymnastics captured the gold medal in the women’s all-around at the Beijing 2008 Olympic Games.
“The Road to Rio Tour is an incredible way for me to meet Team USA fans who share the same passion and love for the Olympic and Paralympic Games as I do,” said Liukin. “The USOC and its sponsors have created a truly unique experience that brings the Games directly to the fans, while helping fund athletes in pursuing their dreams. Each stop will serve as a true celebration of Olympic and Paralympic sport and a way for fans to experience the energy of the Games.”
The tour will make three stops in 2015 and six in 2016 leading up to the Rio 2016 Olympic and Paralympic Games. The 2015 stops will feature athlete meet and greets and virtual-reality technology, allowing fans to experience pole vaulting, beach volleyball, gymnastics and diving. Using green-screen technology, fans can also capture their own Olympic moment. In 2016, the Road to Rio Tour will add additional interactive sport-participation elements, including a basketball and beach volleyball court, zip line and stage for live entertainment.
“We’re thrilled to return as presenting sponsor of the ‘Road to…’ tour series and we’re looking forward to bringing the passion of the U.S. Olympic and Paralympic movements to fans of Team USA, including our tens of thousands of hard-working and service-focused employees, all across the country,” said John Coombe, vice president of Brand Management and Sponsorships for Liberty Mutual Insurance. “We know that support from fans and sponsors is a crucial element in an athlete’s Olympic journey as they strive toward achieving their personal bests, and the Road to Rio Tour, presented by Liberty Mutual Insurance, will help to engage, educate and excite fans of Team USA over the next year.”
The USOC has continued to grow and enhance its marketing activation platforms to bring the Olympic and Paralympic movements to life in the United States, while providing USOC sponsors with opportunities to engage with fans. Proud associate sponsors supporting the Road to Rio Tour presented by Liberty Mutual Insurance include airweave, AT&T, BP, Citi, Kellogg’s and Samsung. AT&T will also serve as the stage sponsor.
All Road to Rio Tour stops are free and open to the public.
Swimming News / Olympic News is courtesy of the USOC.
