Baird seized on the momentum, scoring a television contract with CBS and a streaming agreement with Twitch. Then came a flurry of deals with national sponsors. Verizon came aboard last month and a partnership with Google was announced Friday. Procter & Gamble and Secret are sponsoring the Challenge Cup.
That’s typical of Baird, who before she joined the USOC was senior vice president of marketing and licensing for the NFL, landing first-time deals with Nike, Under Armour and Fanatics. At the USOC, Baird cut about $1 billion worth of deals over nearly a decade.
😯 $1 billion?! yowza