Today, New York City got a preview of the talent that is making the U.S. Olympic Team better than ever. Following a broadcast on the NBC Today Show, Team USA Winter athletes filled Times Square in the center of Manhattan for a day of demonstrations, photo opportunities and fast paced shows that showed both spectators and the world media the fun and visual excitement of winter sports.
Sunny autumn weather combined with man-made snow and ice for picture perfect photo and video production. Fans and youth sports groups joined in to try out test tracks, meet with athlete idols, and share their own videos with friends on social media.
The professional media were coached on how to see winter sports from the athletes’ perspectives. In winter sports, that often means getting close to the snow and ice in the curling rink or just inches above the surface in a compact bobsled. Nordic Combined Gold Medalist Bill DeMong added encouragement by comparing the demonstrations to other adrenaline events and paying homage to endurance.
This spectacular media event also highlighted how multilingual the American media has become. A television reporter and cameraman from NuovoTV tried out the demonstrations and recorded sports performances to introduce the new generation of Team USA athletes to America’s large Spanish language audiences. Those audiences are also packed with enthusiastic sports fanatics. New York’s local Koran language TV broadcast also provided end-to-end media coverage to build momentum for the 2018 Winter Olympics in Pyongchang, Korea.
The media celebrity of the Road To Sochi launch was a well known medalist from the Summer Olympics, Tim Morehouse. The 2008 fencing Silver Medalist has transitioned to a new career as a features reporter for the E! Network. Morehouse’s broadcasts have recast him in the role of talent scout, finding and spotlighting some of the most interesting and innovative trends in American sports.
The distinguished success that Morehouse has shown in transforming Olympic experience into a post athletic career was a strong platform for sponsors to promote athlete career development programs. Hilton introduced its program, which puts athletes to work while they continue to train and schedules time off for travel to international competitions.
What is next? A very well known brand will be joining the roster of Team USA sponsors next week. The highly anticipated announcement is expected to boost Team USA’s appeal with the large youth audience.