While automobile manufacturer Nissan has been named official sponsor of the 2008 USA National Track & Field Team, it is putting more thrust behind what will happen stateside. And Nissan will de-emphasize Beijing. Under the deal, Nissan will also sponsor the Eugene ’08 festival, which is providing facilities and events for visitors at the US National Team Championships, the event to decide the US Track & Field team for the Beijing Olympics.
To animate their sponsorship, Nissan has also renewed an agreement with publisher Rodale Inc., to create a multimedia program around the national team trials. The program, called “Master the SHIFT”, will launch at the Eugene ’08 festival, and will engage four elite athletes and professional trainers, or “Masters”, – Alberto Salazar, former marathon runner and coach; Chris Carmichael, former Olympian, author, and trainer to Lance Armstrong; Kathy Kaehler, Celebrity Fitness Trainer; and Laird Hamilton, surfer and television host – in an ongoing print and online campaign.