BOSTON, February 10, 2015 — Putnam Investments, a sponsor of Alpine skiing Olympic gold medalist Ted Ligety and the U.S. Ski Team and U.S. Snowboarding, has introduced three new television ads featuring a more personal side of Ligety, which are airing throughout the current 2015 World Championships and in the weeks ahead. Ligety received the bronze medal in the Super Combined on Sunday, February 8, his eighth medal in World Championship and Olympic competition.
The new television spots show Ligety, who has been a Putnam marketing partner since 2009, constantly focused on performance excellence, whether racing down the slopes at 90 miles per hour or maneuvering his way across a busy street.
The campaign is part of Putnam’s broader “Performance in Motion” sports marketing strategy to align its brand with athletes who personify the firm’s results-oriented philosophy and values. The commercials, which include dynamic action scenes of Ligety’s races, can be viewed at www.putnam.com/performanceinmotion.
“Putnam is pleased to spotlight its association with a supremely talented, highly dedicated world champion, who brings a wonderful spirit and touch of class to every endeavor,” said Putnam Investments President and Chief Executive Officer Robert L. Reynolds. “The new ads encapsulate Ted’s drive, focus and commitment, whether on the slopes or in everyday life.”
Filmed in Boston, the commercials intersperse scenes of Ligety walking around the city’s Back Bay with scenes of him racing in world-class competitions. Putnam’s new ads are appearing on NBC and NBC Sports Network (NBCSN) in connection with the 2015 World Championships, held through February 15 in Vail and Beaver Creek, Colorado — the first time they have been held in the United States since 1999.
In addition to airing on live broadcasts, the commercials also appear online during live webcasts of ski events at http://stream.nbcsports.com/liveextra/, and across Putnam’s social media pages. The videos include:
- “Clear My Mind and Rip It,” which shows Ligety weaving around pedestrians with a smile, just as he "shreds" around gates on the slopes.
- “You Gotta Push the Limits,” in which Ligety waits for a traffic light walk signal to count down while thinking about the countdown in a starting gate before a race.
- “Now, I Just Feel It,” which shows Ligety talking engagingly about how he continually thinks of ways to get better.
Ted Ligety is a two-time Olympic gold medalist, four-time World Champion, five-time World Cup champion and eight-time medalist in World Championship and Olympic competition. His accomplishments include winning the Super-G, the Giant Slalom and the Super Combined at the 2013 Federation Internationale de Ski (FIS) Alpine World Ski Championships, which made him the first man to win three gold medals at an international championship since Jean-Claude Killy in the 1968 Winter Olympics.
Partnering with Ted Ligety, U.S. Ski Team and U.S. Snowboarding
Putnam has enjoyed a close marketing relationship with Ted Ligety since 2009 that includes participation in Putnam’s advertising and social media efforts and overall support of brand development opportunities globally.
Since 2010, Putnam also has served as the exclusive mutual fund sponsor for the U.S. Ski Team and U.S. Snowboarding, supporting U.S. athletes in the sports of alpine, freestyle and cross-country skiing, ski jumping and snowboarding. Putnam’s sponsorship helps support American athletes as they prepare for competition at the sport’s highest levels, including the World Championships, the World Cup and the Winter Olympics.
Putnam Investments: Performance in Motion
The partnerships with Ted Ligety and the U.S. Ski Team and U.S. Snowboarding are part of Putnam’s Performance in Motion/ sports marketing strategy that aligns the firm’s brand with sports that appeal to its advisor, institutional and investor audiences. Performance in Motion supports those partnerships through connections with the athletes who best personify Putnam’s emphasis on results. Putnam’s other marketing partners include PGA golfer Keegan Bradley, the New England Revolution soccer team and the four-time Super Bowl-winning New England Patriots. For more information, visit www.putnam.com/performanceinmotion/.