U.S. Olympic Committee Names Lisa Baird CMO

Former NFL Marketing Chief Charged With Sustaining Sponsorships in Tough Times

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CHICAGO (AdAge.com) -- Former National Football League marketing head Lisa Baird is the new chief marketing officer of the U.S. Olympic Committee.

Lisa Baird
Lisa Baird
Ms. Baird replaces Rick Burton, who resigned as CMO late last year.

At the NFL, Ms. Burton led a redesign of the league's iconic shield logo and spearheaded its first foray into consumer-generated advertising, which culminated in a Super Bowl ad starring Don Cheadle. She has also held marketing jobs at IBM, General Motors and Procter & Gamble.

At the USOC, Ms. Baird will be charged with keeping and acquiring sponsors in a tough economic climate. The USOC also has been angling to launch its own cable channel for more than two years and will need significant sponsor support to make that happen.

'Innovative thinking'
"We are extremely pleased to welcome to the USOC an individual with the talent, expertise and proven record of success Lisa brings," the committee's CEO, Jim Scherr, said in a statement. "Lisa recognizes the importance of delivering not only service and support but innovative thinking and creative solutions to our family of corporate partners."

"I am excited by the opportunity to join the USOC," Ms. Baird said in a statement. "The Olympic brand is iconic and has a tradition of successful partnerships with the world's leading global corporate brands. I am looking forward to working with the USOC team, national governing bodies and corporate partners to create marketing and consumer-products programs that build new audiences and loyalty to the Olympic movement."

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