There was no talk of money but lots of enthusiasm on hand Wednesday as officials for the Certified Angus Beef program announced their organization would become a sponsor for the 2002 Olympics.
Both sides deemed it a win-win situation with the beef program heightening consumer awareness of their meat through an association with the Olympics; and Olympic officials gaining a new sponsor that will bring in an undisclosed amount of needed money.
"Our goal is to create a brand identity," said Jim Riemann, the beef program's executive director. "We are able to fit very nicely with the image the Organizing Committee is trying to put together for the Games."
The bribes-jobs-scholar-ships scandal surrounding the bidding for the 2002 Winter Games had no influence on the decision, according to Riemann, who said the beef program officials have "no reservations whatsoever" about linking their organization's name with the Olympics.
The Certified Angus Beef program, which also has become an official supplier of packaged and processed beef for the U.S. Olympic teams, will serve its beef products at all venues, the Olympic Village and various hospitality areas when the Winter Games come to Salt Lake City.
Plans are to supply 400,000 to 700,000 pounds of beef products to enhance the "eating experience" of visitors, athletes and others.
Certified Angus Beef comes from "Angus-type" cattle and the meat must meet certain standards of marbling of fat for flavor, age for tenderness and leanness.
The beef program is a non-profit division of the American Angus Association, cattle ranchers, meat processors and retailers. The venture was undertaken with the Olympic Properties of the United States, which is a joint marketing effort between the Salt Lake Organizing Committee and the U.S. Olympic Committee.
Finding non-traditional vendors like Certified Angus Beef is confirmation of marketing efforts to attract new sponsors and a sign of the value that an association with the Games can mean for a potential sponsor, said Mark Lewis, SLOC vice president of marketing and licensing.
"We have to raise more money and we have to get more creative in our marketing efforts," including seeking out companies and organizations that never have been Olympic sponsors before, Lewis said.