IOC's marketing & sponsorship plans for 2012 Olympic Games

MUMBAI: A master schedule for the delivery of projects and programmes for the London 2012 Olympic Games was announced at an orientation seminar involving the International Olympic Committee (IOC) and the London Organising Committee of the Olympic Games (Locog).


London 2012 CEO Keith Mills dwelt on the London 2012 marketing and sponsorship plans. He says, “We plan to outline our sponsorship strategy in the first half of next year. This will enable companies to understand the categories of sponsorship that are available and the tremendous and unique marketing opportunities that come from combining the worlds most powerful brand with one the world’s most iconic cities.

“I am sure that British businesses will understand the unique opportunity to be associated with the Olympic brand through sponsorship of the London 2012 Olympic Games and the Paralympic Games."

Mills also highlighted the importance of protecting sponsor investment and praised the IOC’s comprehensive brand protection programme as the foremost event property scheme in the world.

“Olympic partners, sponsors and providers are the lifeblood of the Olympic Movement and have made outstanding contributions to success of the Olympic Games and deserve our continued support and protection” he added.


IOC director of television and marketing services, Timo Lumme endorsed London 2012's plans aimed at protecting the investment of companies wishing to become Olympic sponsors.

He says, “Strong controls on the use of the Olympic symbols and brand are essential for creating the right environment for attracting and supporting companies who wish to become Olympic sponsors. The London Olympic Games organisers have adopted the right approach and I am confident that Locog will draw an impressive roster of sponsors and suppliers.”


Key revenue sources for London Olympic Games Organisers were outlined. These include revenues from IOC administered broadcasting rights and the Worldwide Olympic Partners (Top) programmes. The London organisers are required to maximise revenues to stage the games from ticket sales, licensing (including merchandise, coins and stamps) and domestic sponsorship and suppliership programmes.

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