July 27, 2012

BS on the Olympic Games Sponsor Black Out

I'm sure by now you've read all about the Blackout surrounding the Olympics. Or you've just heard the term thrown around without quite knowing what it means, or why it matters. I won't reinvent the wheel here, there have been some great articles written about the Blackout. What it means for brands and more importantly what it means for athletes and their sports. Especially what we might call, 'lower income' sports like Track and Field where it is truly hard to make a decent living. 

WHAT IS THE BLACKOUT?

Basically from July 18th - the end of the Olympics the athletes can't promote the brands that sponsor them, and the brands can't promote their athlete. Unless of course, the athlete is sponsored by Nike or possibly Adidas or another 'official' Olympic sponsor. Of which there are very few. That means that Amy Hastings, despite being sponsored by Brooks can't wear Brooks shoes on the podium if she takes a medal. She'll be doled out a pair of Nikes.

WHY DOES THE BLACKOUT MATTER?

Big deal, right? Yeah it is a big deal and here's why. Athletes in this sport aren't your NBA, NFL players with a house on Cribs (that's still a thing, right? no?) they are often working a day job, training 5 hours a day and struggling to buy food. They finally land a sponsor and get to train full time (if they are lucky), if it's a smaller company it can be a big percentage out of marketing dollars to sponsor a talent. Then when this athlete in, say, the 10,000m finally makes it to a world stage with <gasp> NBC coverage! Sorry, you're out. Nike is in. And not only is your athlete wearing head to toe Nike, but you are silenced and so is your athlete. Not a word about the sponsors that have helped them reach their goals. Unless, again it's Nike or another official Olympic sponsor.

Let's be cynical business people for a moment. Hard, I know. Because we are all guts and heart for the sport. But why, why would you as a company spend money to sponsor an athlete that gets minimal media coverage until the Olympics? AND at said Olympics they can't wear your gear, talk about your gear and you can't talk about them?

ATHLETES AGAINST BLACKOUT

Runner's World did a great job of breaking down what the USOC Guidelines mean for athletes here. It's easy to see that the guidelines don't work in the athletes or sports best interest. The article includes ways athletes are working for change like Adam Nelson who is calling for all competitors to go barefoot on the podium. Read more about his Barefoot Revolution here.

Sanya Richards-Ross is another strong advocate for change in how athletes are supported. She has been very vocal about how she feels on Twitter. Although Sanya is sponsored by Nike and perhaps earns a lucrative paycheck, she sees the others around her who don't. She sees the unlevel playing field and knows it's hurting the sport she loves. 

WHAT CAN WE DO TO AFFECT CHANGE?

As you know Oiselle doesn't have an athlete in the Olympics (someday), but we love this sport and have tried to think of a creative, positive way to combat the Blackout. Here's what we came up with: during the athletes' events we all tweet out to their Blacked-Out sponsors. Like when Lolo is racing, you take a picture of yourself sipping a RedBull and Tweet "Hey @RedBull thanks for sponsoring @LoloJones. You both rock! #bsblackout" Or when Amy Hasting is running Tweet "@BrooksRunning thanks for supporting @HastyHastings! You let strong women #RunHappy!! #noblackout"

You don't know who everyone's sponsors are? For shame! I'm kidding, this took HQ about 3 days to pull together but we have it! All the athletes and Blacked-Out sponsors along with when they are actually running in London and when it will be aired on NBC (both in PST time). And there is also a printable version here for your convenience. (Lord help me the NBC schedule is confusing as it gets, so here's the link including hours of misc. track events: NBC Olympic Schedule. And the official Olympic schedule here to find qualifying heats and more.) Also follow along with @oiselle and/or #bsblackout #noblackout and you'll be in the know.

Note: we did the best we could finding all sponsors, if you're in the know and we have something wrong let us know!

100m

Athlete

Sponsors

Event Time (London)

Event NBC Air Time (PST)

Justin Gatlin @justingatlin

@deucebrand

Final 4:50pm (8/5)

Final 7:00pm - 12:00am (8/6)

Tyson Gay @tysonlgay

TDK (@tdkamerica), Gillette (@Gillette), Ask Listen Learn (@AskListenLearn), EAS Sports Nutrition (@EASBrand), Adidas (@adidasrunning)*

Final 4:50pm (8/5)

Final 7:00pm - 12:00am (8/6)

Ryan Bailey

 Nike (@Nike)*

Final 4:50pm (8/5)

Final 7:00pm - 12:00am (8/6)

Carmelita Jeter @carmelitajeter

Susan G. Komen (@KomenfortheCure), Doc Dossmon (@Lbsportsdoc)

Final 4:00pm (8/4)

 

Tianna Madison @teamtianna

Saucony (@saucony #findyourstrong)

Final 4:00pm (8/4)

 

Allyson Felix @allysonfelix

Gatorade (@gatorade), Accuvue, Nike (@Nike)*

Final 4:00pm (8/4)

 

 

200m

Wallace Spearmon

@princepearmon

Oakley (@oakley), Saucony (@saucony #findyourstrong)

Final 3:55pm (8/9)

8:00pm - 12am (8/10)

Maurice Mitchell @swift_reece

 Nike (@Nike)*

Final 3:55pm (8/9)

8:00pm - 12am (8/10)

Isiah Young

 

Final 3:55pm (8/9)

8:00pm - 12am (8/10)

Sanya Richards-Ross @sanyarichiross

BP (@BP_America), BMW (@BMWGroup), Citibank (@Citibank), Nike (@Nike)*

Final 4:00pm (8/8)

 

Allyson Felix @allysonfelix

Gatorade (@gatorade), Accuvue

Final 4:00pm (8/8)

 

Carmelita Jeter @carmelitajeter

Susan G. Komen (@KomenfortheCure), Doc Dossmon (@Lbsportsdoc), Nike (@Nike)*

Final 4:00pm (8/8)

 

 

400m

LaShawn Merritt @lashawnmerritt

 O.N.E. Coconut

(@onecoconut), Nike (@Nike)*

Final 4:30pm (8/6)

 

Tony McQuay @mcquay_runs

Adidas (@adidasrunning)*

Final 4:30pm (8/6)

 

Bryshon Nellum @bnellum1

 

Final 4:30pm (8/6)

 

Sanya Richards-Ross @sanyarichiross

BP (@BP_America), BMW (@BMWGroup), Citibank (@Citibank), Nike (@Nike)*

Final 4:10pm (8/5)

 

DeeDee Trotter @dtrott400m

Saucony (@saucony #findyourstrong)

Final 4:10pm (8/5)

 

Francena McCorory @therealmccorory

Adidas (@adidasrunning)*

Final 4:10pm (8/5)

 

 

800m

Nick Symmonds  @nicksymmonds

Melaleuca, The Wellness Company, OTC Elite (@OregonTCElite), Hanson Dodge Creative (@hansondodge), MuscleFoot (@Muscle_Foot), Nike (@Nike)*

Final 3:00pm (8/9)

Final 9:00am-9:30am (8/6)

Tony McQuay

@mcquay_runs

Adidas (@adidasrunning)*

Final 3:00pm (8/9)

Final 9:00am-9:30am (8/6)

Duane Solomon

Saucony (@saucony #findyourstrong)

Final 3:00pm (8/9)

Final 9:00am-9:30am (8/6)

Khadevis Robinson @khadevis

AdvoCare (@advocare_com), Nike (@Nike)*

Final 3:00pm (8/9)

 

Alice Schmidt

 Nike (@Nike)*

Final 3:00pm (8/11)

 

Alysia Montano @alysia800

 Nike (@Nike)*, Red Bull (@RedBull)

Final 3:00pm (8/11)

 

Geena Gall @geenagall

OTC Elite (@OregonTCElite), Nike (@Nike)*

Final 3:00pm (8/11)

 

 

1500m

Leonel Manzano @leomanzano

 Nike (@Nike)*

Final 4:15pm (8/7)

 

Andrew Wheating @andrewwheating

 Nike (@Nike)*

Final 4:15pm (8/7)

 

Matthew Centrowitz @mattcentrowitz

 Nike (@Nike)*

Final 4:15pm (8/7)

 

Morgan Uceny

Adidas (@adidasrunning)*

Final 3:55pm (8/10)

Final 9:00am-9:30am (8/6)

Shannon Rowbury @shannonrowbury

 The Olympic Club (@theolympicclub), Athletes Honey Milk (@corepower), Nike (@Nike)*

Final 3:55pm (8/10)

Final 9:00am-9:30am (8/6)

Jenny Simpson @trackjenny

 New Balance (@NBRunning)

Final 3:55pm (8/10)

Final 9:00am-9:30am (8/6)

 

3000m Steeplechase

Evan Jager

 @evanjager

 Nike (@Nike)*

Final 4:25pm (8/5)

 

Donn Cabral

 Nike (@Nike)*

Final 4:25pm(8/5)

 

Kyle Alcorn

 Nike (@Nike)*

Final 4:25pm (8/5)

 

Emma Coburn @emmajcoburn

Student of Colorado University

Final 4:05pm (8/6)

 

Shalaya Kipp @shalayakipp

 Student of Colorado University

Final 4:05pm (8/6)

 

Bridget Franek @blfranek

 OTC Elite (@OregonTCElite), Nike (@Nike)*

Final 4:05pm (8/6)

 

 

5000m

Galen Rupp @g_rupp

 Nike (@Nike)*

Final 2:30am (8/11)

 

Bernard Lagat @lagat1500

 Nike (@Nike)*

Final 2:30am (8/11)

 

Lopez Lomong @lopezlomong

 Nike (@Nike)*

Final 2:30am (8/11)

 

Julie Culley

 @julieculley

@njnytc, @nyrr, @Pro_Activity, @Garmin, @usatffoundation, @elliptiGO

Final 3:05pm (8/10)

 

Molly Huddle @mrsbenny1

Saucony (@saucony #findyourstrong)

Final 3:05pm (8/10)

 

Kim Conley @kimconley

 New Balance (@NBRunning)

Final 3:05pm (8/10)

 

 

10,000m

Galen Rupp

 @g_rupp

 Nike (@Nike)*

4:15pm (8/4)

LIVE! 4:15pm

Matt Tegenkamp @matttegenkamp

 Nike (@Nike)*

4:15pm (8/4)

LIVE! 4:15pm

Dathan Ritzenhein @djritzenhein

 Nike (@Nike)*

4:15pm (8/4)

LIVE! 4:15pm

Amy Hastings @hastyhastings

Brooks (@brooksrunning)

4:25pm (8/3)

3:30pm-4:00pm (8/3)

Lisa Uhl

@lisa_uhl

 OTC Elite (@OregonTCElite), Nike (@Nike)*

4:25pm (8/3)

3:30pm-4:00pm (8/3)

Janet Bawcom @janetruns

 Nike (@Nike)*

4:25pm (8/3)

3:30pm-4:00pm (8/3)

 

Marathon

Meb Keflezighi @runmeb

 Sketchers GOrun (@SketchersUSA), PowerBar (@PowerBar), Sony (@sony), Generation UCAN (@GenUCAN), CEP Compression Socks (@CEPCompression), Citibank (@Citieverystep), New York Athletic Club (@NYACTrack_Field), Garmin (@Garmin), Oakley (@Oakley), Foot Locker (@FLRun)

Final 6:00am (8/12)

Live!

Ryan Hall @ryanhall3

Asics (@ASICSAmerica), Nissan (@NissanNews), Competitor Group, Cytomax (@cytomax), Vizio, Oakley (@oakley)

Final 6:00am (8/12)

Live!

Abdi Abdirahman @abdi_runs

 Nike (@Nike)*

Final 6:00am (8/12)

Live!

Shalane Flanagan @shalaneflanagan

 Nissan (@NissanNews), AlterG (@alter_g), Hypoxico (@hypoxico), Gatorade (@gatorade ), Nike (@Nike)*

Final 6:00am (8/5)

 

Desiree Davila @des_davila

Brooks-Hansons (@brooksrunning)

Final 6:00am (8/5)

 

Kara Goucher

@karagoucher

Nutrilite (@nutrilitehealth), Phiten (@Phiten), Competitor Group, Nike (@Nike)*

Final 6:00am (8/5)

 

 

100m hurdles

Aries Merritt @amhurdlestar

Reebok (@Reebok)

Final 4:15pm (8/8)

 

Jeff Porter @teamporter2012

Reebok (@Reebok)

Final 4:15pm (8/8)

 

Dawn Harper @dharp100mh

Playmaker Images (@PlaymakerImages), Foot Mate System (@Footmate), Nike (@Nike)*

Final 4:15pm (8/8)

Final 9:00am-9:30am (8/6)

Kellie Wells @kelliewellz

 Oxygen 4 Energy (@Oxygen4Energy1), EFX Performance (@EFXusa), Rival Us (@RIVALUS), Nike (@Nike)*

Final 4:00pm (8/7)

Final 9:00am-9:30am (8/6)

Lolo Jones @lolojones

 Asics (@ASICSAmerica), Red Bull (@RedBull), Oakley (@oakley), Twin Lab (@Twinlab_Fuel) D.I.S.C. (@DISCmd), FloraGLO lutein (@FloraGLO)

Final 4:00pm (8/7)

Final 9:00am-9:30am (8/6)

 

400m hurdles

Michael Tinsley @mr400hurdles

Adidas (@adidasrunning)*

Final 3:45pm (8/6)

 

Angelo Taylor @angelo_taylor

 Nike (@Nike)*

Final 3:45pm (8/6)

 

Kerron Clement @kerronclement

 Nike (@Nike)*

Final 3:45pm (8/6)

 

Lashinda Demus @lashindademus

Chobani (@Chobani), Nike (@Nike)*

Final 3:45pm (8/8)

 

Georganne Moline

Student at University of Arizona

Final 3:45pm (8/8)

 

T’erea Brown @tereabrown

Adidas (@adidasrunning)*

Final 3:45pm (8/8)

 

 

High Jump

Jamie Nieto @jamienieto

Home Depot (@HomeDepot), Custom Sports Cards (@Sports_Card)

Final 2:00pm (8/7)

 

Erik Kynard @erik_kynard

Student at Kansas State University

Final 2:00pm (8/7)

 

Jesse Williams @jessehj1

OTC Elite (@OregonTCElite), Nike (@Nike)*

Final 2:00pm (8/7)

 

Chaunte Lowe @chauntelowe

 Nike (@Nike)*

Final 2:00pm (8/11)

 

Brigetta Barrett  @bebe3114

Student at University of Arizona

Final 2:00pm (8/11)

 

Amy Acuff

 Asics (@ASICSAmerica)

Final 2:00pm (8/11)

 

 

Pole Vault

Brad Walker @skywalkerpv

Sheex (@sheex), D.I.S.C. (@DISCmd), UCS Spirit, Nike (@Nike)*

Final 2:00pm (8/10)

 

Jeremy Scott @elgrandeusa

Bell Athletics, Elkhorn Valley Bank, Gill Athletics (@GillAthletics), Norfolk Iron & Metal, Power Computing Inc., Nike (@Nike)*

Final 2:00pm  (8/10)

 

Derek Miles

Pacer FX Poles, Active Spine SD (@ActiveSpineSD), Family Wellness SF (@FamilyWellsSF), Nike (@Nike)*

Final 2:00pm (8/10)

 

Jenn Suhr

@jennsuhr

Adidas (@adidasrunning), Nutrilite (@nutrilitehealth)

Final 2:00pm (8/6)

 

Becky Holliday

 New Balance or Asics

Final 2:00pm (8/6)

 

Lacy Janson

 Nike (@Nike)*

Final 2:00pm  (8/6)

 

 

Long Jump

Marquise Goodwin @flashgoodwin

Student at University of Texas

Final 2:55am (8/4)

 

Will Claye @willie_claye

DoMark International, Nike (@Nike)*

Final 2:55am (8/4)

 

George Kitchens

 

Final 2:55am (8/4)

 

Brittney Reese @daljbeast

 

Final 3:05pm (8/8)

 

Chelsea Hayes @datgirlchels_27

 student

Final 3:05pm (8/8)

 

Janay Deloach @janaydeloach

Otter Box (@otterbox), Nike (@Nike)*

Final 3:05pm (8/8)

 

 

Triple Jump

Christian Taylor @taylored2jump

 Li-Ning (@LiNingUSA)

Final 2:20am (8/9)

 

Will Claye @iwill18__

 Nike (@Nike)*

Final 2:20am (8/9)

 

Amanda Smock  @ajtsmock

New York Athletic Club (@NYACTrack_Field)

Final 2:35am (8/5)

 

 

Shot Put

Reese Hoffa

@hoffathrows

New York Athletic Club (@NYACTrack_Field), Nike (@Nike)*

Final 3:30pm (8/3)

Final 9:30am-11:00am

Ryan Whiting

@ryanwhitingusa

 Nike (@Nike)*

Final 3:30pm (8/3)

Final 9:30am-11:00am

Christian Cantwell

 Nike (@Nike)*

Final 3:30pm (8/3)

Final 9:30am-11:00am

Jill Camarena-Williams

@jilly_willy24

New York Athletic Club (@NYACTrack_Field), Nike (@Nike)*

Final 2:15am (8/6)

 

Michelle Carter

@shotdiva

 Nike (@Nike)*

Final 2:15am (8/6)

 

Tia Brooks

 

Final 2:15am (8/6)

 

 

Hammer Throw

Kibwe Johnson

@kibwejohnson

 Nike (@Nike)*

Final 3:20pm (8/5)

Final 12:35am - 1:35 (8/6)

A.G. Kruger

 Nike (@Nike)*

Final 3:20pm (8/5)

Final 12:35am - 1:35 (8/6)

Amber Campbell

@usahammerhottie

 

Sports Doctors Inc, Blog Donations, Nike (@Nike)*

Final 2:35am (8/10)

 

Amanda Bingson

@mandapanda379

Student

Final 2:35am (8/10)

 

Jessica Cosby

@jescosby

 Nike (@Nike)*

Final 2:35am (8/10)

 

 

Javelin Throw

Craig Kinsley @craigkinsleyusa

Us Athletic Trust, John Belltto (massage), FitzsFilms

Final 2:20am (8/11)

 

Sean Furey

 Mizuno (@Mizuno_Running)

Final 2:20am (8/11)

 

Cyrus Hostetler @chostetler15

OTC Elite (@OregonTCElite) - works as graphic designer

Final 2:20am (8/11)

 

Rachel Yurkovich @rachy1022

 Nike (@Nike)*

Final 4:00pm (8/9)

 

Brittany Borman @borman_track

 Nike (@Nike)*

Final 4:00pm (8/9)

 

Kara Patterson @karathrowsjav

 Asics (@ASICSAmerica)

Final 4:00pm (8/9)

 

 

Decathlon/Heptathlon

Ashton Eaton @ashtonjeaton

 OTC Elite (@OregonTCElite), Nike (@Nike)*,

Medal 4:20pm (8/9)

 

Trey Hardee @treyhardee

 Nike (@Nike)*

Medal 4:20pm (8/9)

 

Hyleas Fountain

@hept_chic

 Nike (@Nike)*

Medal 4:20pm (8/9)

 

Rachel Yurkovich @rachy1022

 Nike (@Nike)*


 

Sharon Day

 Asics (@ASICSAmerica)


 

Chantae McMillan @chan_taemac

 


 

* We now include Adidas and Nike in our sponsors list. The reason they weren't included in round 1: Adidas is an official sponsor in UK and Nike is also approved footwear and apparel. For instance Brooks won't be allowed on the podium, instead the athlete will be wearing Nike (source Runner's World article). Therefore they aren't an underdog, so to speak, in need a voice. But absolutely worth mentioning, as we're seen so far there is confusion around this #rule40.

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Comments

Lorraine Young | July 28, 2012 at 7:42am

Blackout

Wow! Thank you for bringing this to our attention. These athletes train their butts off and sacrifice many aspects of their life to get where they are because they love the sport. The companies that support these athletes need to get recognition for helping the athletes achieve their dream. Hmmmm...seems like common sense to me! I applaud Oiselle for showing love in the sport industry...even though you do not have an athlete in the Olympics you are still making people aware of the issue and are advocating for those companies that do have an athlete in the Olympics. Makes me proud our your company and your commitment to the athletes and sport! BS on the blackout! BOO!!

JimiCowan | July 30, 2012 at 9:29am

WOW!

Bullshit, indeed! Zero decathalon/heptathalon athletes sponsored?! Surprised at some of the names sans sponsors on this list. And this is only T&F! Sad.

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Anonymous | July 30, 2012 at 9:51am

BP is Olympic Sponsor I believe

Not certain, but may want to double check. I think BP is an Olympic sponsor so they don't need the extra help.

Stephanie Perleberg | July 31, 2012 at 7:46am

Awesome

Awesome job, Team Oiselle! This is an amazing resource. I'll be passing it on as much as I can.

Dennis-D | July 31, 2012 at 9:39am

Blackout Sponsors Listing

Why limit this to track and field? Limiting this to T&F is analogous to yourself blacking out the other sports' sponsors. I like what you are proposing and doing, but think ALL the sports should be included.