DENVER (AP) — Champagne? Nah. U.S. Olympians might prefer to celebrate their gold medals next year by downing an old-fashioned peanut butter and jelly sandwich.
The U.S. Olympic Committee signed a deal Tuesday with J.M. Smucker, bringing the maker of Smucker's jelly and Jif peanut butter into the Olympic fold for the Sochi and Rio de Janeiro Games.
USOC chief of marketing Lisa Baird told The Associated Press the deal came out of Smucker's long relationship with U.S. Figure Skating, which pushed the jelly maker over to the USOC. The USOC helps underwrite training, travel and other expenses for American Olympic athletes.
"This is the kind of market-leading brand we love," Baird said.
Financial details of the Smucker's deal were not disclosed. The agreement lasts through 2016.
Smucker's will combine with Procter and Gamble, Coke, Budweiser and Kellogg's in an Olympic-themed promotion that wraps several of their products together under the red-white-and-blue banner of Team USA.
The promotion, called "The Power of ...," brings products from some of the world's largest and most competitive companies together in displays at Targets, Wal-Marts, Safeways and other grocery chains. Their common bond is supporting the U.S. Olympic team.