The 2012 Games, it’s sponsors and their legacy

As the London Olympic Games fast approaches (less than one year from now), Ive been exploring a little into the roles of its sponsors ultimately to see what they are hoping for from their significant association fees but also what part each has to play in the all important Olympic legacy that has been a part of the events important core message.

Here is a breakdown of the 46 core sponsors to this point, their role and what they will contribute, if anything, to the legacy.

Name of
partner
Role of partner Contribution to the Olympic
Legacy
Acer Acer will provide support
related to its technology, including defining and testing the PC equipment
for the London 2012 Olympic Games.
Acer aims to provide winter
sports facilities within London. The indoor resorts will last beyond 2012 and
help to sustain the Olympic Legacy by promoting indoor sporting activities in
a city which would not normally have the opportunity to provide such facilities.
Adecco Adecco will be responsible for
the Organising Committee’s permanent and temporary recruitment up until 2012.
An online jobs board has been launched that features all available roles.
Diversity and inclusivness is key focus.
Adecco has partnered with the
British Olympics Association to launch the BOA Athletic Career Programme.
This initiative aims to help athletes before, during and after competition by
providing placements and other opportunities for financial support. The Athlete Career Fair will also help those athletes who are retiring after 2012 to find
work and support. Additionally, the online jobs board will specifically aim
to recruit a diverse workforce to the Games that is inclusive of people with
disabilities, from ethnic minorities or from disadvantaged backgrounds.
adidas adidas will provide sportswear
for Olympic staff as well as kit for the British Olympic Association and
British Paralympic Association.
adidas will launch five
multi-sport outdoor venues called adiZones which will help to involve young
people in sport and other physical activities. They will also support the
Young Ambassadors movement, an initiative to train young ambassadors for the Games in an attempt to attract more young people to sport.
Aggreko Aggreko will provide temporary power supplies for the
Olympics.
Information unavailable
Airwave Airwave will provide private mobile radio service for use
within all Games venues.
Airwave will develop a specialist mobile radio communications system called Tetra, which is designed for emergency services and public safety agencies. Tetra will continue to develop after 2012 and provide new services in the London area.
ArcelorMittal ArcelorMittal will provide steel and other construction
services for the Olympic Games.
The ArcelorMittal Orbit tower is a new, 115m-tall sculpture that will be situated near the Olympic Stadium. It is expected to generate £10m per year in revenue and around 50 new jobs.
Atkins Atkins is the official
engineering design services provider for the Games, which includes help with
building design, acoustics, fire and accessibility advice for Games venues
across the UK.
Atkins will transform the Horse Guards Parade into an Olympic venue for the Beach Volleyball competition.
Atos Origin Atos Origin is responsible for
designing, integrating, testing, managing and securing the IT systems for the
Olympics.
Atos Origin aims to reduce IT
power consumption for the London Games, thereby promoting an environmentally   sustainable Olympics.
BMW BMW will supply more than 4000 cars and motorbikes for the
Olympic Games.
BMW’s Olympic Legacy involvement
includes the introduction of numerous electronic vehicles in an attempt to
create a more sustainable and environmentally friendly Olympic Games.
BP BP will provide oil and fuel for
the 4,700 official vehicles during the Games, as well as car cleaning
services and liquified petroleum gas for catering needs.
BP aims to create an enduring
and reusable infrastructure for the Games, promoting sustainability around
London in the process.
British Airways British Airways is the official
airline for the Olympics, and it will fly Team GB to training sessions and
other events in the run-up to the Games.
British Airways will suport the
Great Britons programme by investing in a £500,000 fund for up to 180 flights
a year until 2012 allowing people to develop their talent and realise their
dreams
BT BT is a sustainability partner
for the Olympics and will provide the communications infrastructure for the
Olympic sites.
BT promises a green Olympic
legacy and will develop a methodology for measuring the carbon footprint of
its communications technology.
Cadbury Cadbury, as the official treat
provider to London 2012 will supply confectionary throughout the Games.
Cadbury has launched a campaign
to get people involved with physical activites. Called the Spots V Stripes
campaign, the aim is to get millions of people around the country involved in
playing ‘mini-games’.
CBS Outdoor CBS Outdoor is the official
outdoor advertising supplier for London 2012 and will supply outdoor media
space to support the major marketing campaigns up to 2012.
CBS Outdoor will sponsor the new
green energy lighting system for the landmark fountains in Trafalgar Square,
inspiring long-term environmental sustainability in time for the Olympics and
beyond. They will also CBS Outdoor will help market the vast volunteering
programme, which aims to involve 70,000 in the Olympics, using its outdoor
media space.
Cisco Cisco’s Borderless Network
architecture will enable a vast Network infrastructure, allowing athletes and
spectators around the world to connect with each other.
Cisco will help to transform the
Olympic Park by providing IP services to various systems around the area.
They will also develop a Innovation Centre which will promote technical
excellence and demonstrate how technology can transform local businesses and communities.
Coca-Cola Coca-Cola will provide beverages
for the millions of athletes, tourists and visitors to the Olympics. It is
also sponsor of the Torch Relay and will be funding athlete development and
training.
Coca-Cola will contribute to the
legacy vision of helping Britain get active by offereing free swimming via
bottles of Schweppes Abbey Well mineral water. In keeping with the theme of
sustainability, the company is increasing the number of recycle zones across
the country and will be seeking to reduce carbon emmissions through the use
of new technologies.
Crystal CG Crystal CG is the digital
imaging services supplier for the Olympics, which includes designing 3D
visualisations of Olympic venues.
Company unable to provide details
Deloitte Deloitte is the official
professional services provider for the Games and will help to organise and
distribute the nine million tickets around the world.
Deloitte will help shape the
business legacy of the Games by accelerating business performance and
providing a sustainable economic foundation for the future.
Dow The official chemistry company
of the Olympic Movement, Dow produces many of the products and materials
which form the building blocks of the Olympic Games, from the fibers of
swimsuits to the lightweight frames of bicycles.
Company unable to provide details
EDF EDF is a sustainability partner
for the Olympics and its role includes promoting climate change issues to
businesses and individuals
By aiming to save a tonne of CO2
from home energy use before 2012, EDF will help to inspire a decline in
carbon emissions. They will also team with the youth charity Envision in
order to support the Legacy Champions programme, a project to create a community
legacy for young people in six Olympic boroughs.
Eurostar Eurostar is the official international rail services provider
for the Olympics.
A new international station will
be built in Stratford by Eurostar which will provide a direct international
service for spectators during the Olympics and ebyond, increasing London’s
prestige as an international city.
Freshfields
Brukhaus Deringer LLP
Freshfields Brukhaus Deringer LLP will be the official legal
provider for London 2012.
Freshfields will be supporting
three athletes in their quest to compete in the Games and is also part of the
Cultural Olympiad initiative to promote arts and culture. There is also a
‘Personal Challenge’ project for staff which encourages them to focus on
their own individual development before broadening its role to involve to
wider community.
GE GE will provide environmental
and infrastructure support, as well as cutting edge medical facilities for
the athletes
GE has donated £4.8 million
worth of medical equipment to Homerton University Hospital in Hackney, East
London. This pledge will enhance the hospital’s care of premature and sick
babies and helo reduce the infant mortality rates across the Borough of Hackney.
GlaxoSmithKline GSK will supply laboratory services to the Games as well as
anti-dope facilities.
Through its anti-doping
facilities, GSK will set an ethical standard which will endure long after
2012.
Gymnova Gymnova is the official equipment supplier for the Olympic
Games.
Company unable to provide details
Heineken UK Heineken UK is the official lager supplier for the Olympics. Company unable to provide details
Holiday Inn Official Hotel Provider for the
Olympics. They will provide residential managers, receptionists and other
staff in the Athletes’ Village, as well as accommodating guests during and
after the Olympic and Paralympic Games.1,500 free nights will be provided to
emerging and established British athletes.
Holiday Inn will help visitors
from around the world explore the UK before, during and after the Olympics.
They will also employ aspiring athletes at numerous hotels to help them earn
money and build their work experience with a view to future careers.
John Lewis John Lewis is the official department store provider for the
Games.
The ‘Partners in Sport’
initiative from John Lewis involves sponsoring seven Olympics hopefuls as
well as funding sports coaches.
Lloyds TSB Lloyds TSB is the banking and
insurance partner of the Olympic Games and will support various businesses
through 2012 and beyond.
As part of its Legacy campaign,
Lloyds TSB has launched the Local Heroes programme which aims to help
emerging athletes by funding up to 600 hopefuls through the 2012 Games. They
will also support National School Sport Week.
McCann Worldgroup McCann Worldgroup is the official marketing services provider
for the Olympics.
Through FutureBrand, McCann
Worldgroup has designed and created the 2012 Legacy Corner. This major piece
of sustainable planning will transform the area into a new urban green space
and give an overlooked part of London a new park to enjoy for future generations
to enjoy post-Games.
McDonald’s McDonald’s will serve food to
more than 20,000 athletes and hundreds of thousands of spectators over the
Olympic period.
McDonald’s aims to deliver an
Olympic legacy for farming. The company will be providing around 14 million
meals during the Olympics, an ideal opportunity for British agriculture.
Mondo Mondo is the official supplier of sports flooring and
equipment for the Games.
Company unable to provide details
Next Next will provide uniforms for
the technical officials at the Games and suits for London organising
committee staff.
Company unable to provide details
Omega Omega will provide time pieces
and various time systems and services, including electronic timing and
scoreboards, for the Olympic Games.
Company unable to provide details
P&G P&G’s brand portfolio will be utulised to reach over 4
billion consumers around the world.
The company will introduce an
ongoing dialogue with the mothers of Olympic athletes in an effort to help
shape future corporate acts.
Panasonic Panasonic will be providing the
Olympics with digital technology, including state-of-the-art audio and visual
equipment
Panasonic aims to improve
cultural life as part of the Cultural Olympiad project, a UK-wide celebration
of culture. Panasonic will provide opportunities for expression through its
Film Nation: Short initiative, where young people are encouraged to make films
that celebrate and support the Games.
Populus Populous is the official architectural and overlay design
services provider for the Games.
The overlay facilities are
designed to have a lasting impression while not damaging the charm of
London’s historical sites and buildings.
Samsung Samsung will provide wireless
equipment technology for the Olympic Games and will be the Presenting Partner
for the Olympic Torch Relay.
Company unable to provide details
Technogym Technogym is the fitness equipment supplier for the Olympics. technogym aim to promote a
fitness lifestyle that will endure beyond the 2012 Olympic Games.
The
Boston Consulting Group
BCG is the strategic consulting
provider for the Games and will advice on ticketing, merchandising,
sponsorship and revenue strategies.
Company unable to provide details
The Nielsen Company The Nielsen Company is the official market research services
provider for the Games.
Company unable to provide details
Thomas Cook Thomas Cook is the official
provider of ticket and accommodation short breaks for the Olympics
Company unable to provide details
Ticketmaster Ticketmaster is the official ticketing services provider for
the Games.
Company unable to provide details
Trident Trident is the official provider of chewing gum for the
Olympic Games.
Company unable to provide details
UPS UPS will operate as the lead logistics and express delivery
supporter of the Olympics.
UPS will deploy 14 purpose-built
electric vehicles as part of its green fleet project, with the aim to promote
and develop sustainable travel and delivery.
Visa Presenting partner of Team 2012,
a group of 1,200 Olympic and Paralympic athletes who are all striving to
compete at the London 2012 Games.
Visa’s contribution to the
Olympic Legacy involves a focus on youth. It says its commitment to youth is
demonstrated through its ongoing support of UNICEF, the Child Exploitation
and Online Protection Centre and local volunteering programmes which are devoted
to supporting young people through mentoring and coaching.
Advertisements

About davidmorganjenkins
I am an experienced international, commercial, strategic business leader delivering customer focussed initiatives for world class leisure & sports brands. I have a credible track record of leadership and senior management experience in particular with business operations, marketing & business development within leisure, sport, ecommerce/retail & B2C sectors. I have a unique creative vision, supported by sound financial management & budgetary responsibility having increased brand awareness, sales & core revenue by 60% & profit 200 % at Football Aid over a 3 year period. In parallel, I am centred on attention to detail ensuring a consistent product offering and the greatest possible customer experience. This is delivered through strong collaborative teamwork and creating a culture of creativity, determination and enthusiasm amongst team members. I possess an ability to cement & develop relationships at all levels and can easily engage, report to & upwardly manage share & stakeholder alliances ensuring delivery of business objectives. Key skills Developing & implementing business plans focussing on sales, profits & volume Bringing sales & marketing strategy to life to inspire customers; making visions/dreams a reality Customer service; driving enhanced customer satisfaction & delivering a reputation for excellence Developing, influencing & implementing plans & partnerships that deliver competitive advantage Effective planning & delivery of multiple channel, venue & geographical programmes & projects Leading & managing operation, marketing & business development teams to believe in their ability to succeed Experience headlines Commercial; sales, strategy, development, marketing, sponsorship, promotion, customers service Business administration: P&L, performance, improvement & operational management Marketing & brand; communications, brand management, development & membership/loyalty Ecommerce & retail; FMCG, optimisation, data (CRM), social media, SEO, PPC & affiliates Technology; CRM, web TV, new media, smart phone/iPhone applications

3 Responses to The 2012 Games, it’s sponsors and their legacy

  1. Andrew Ager says:

    Think this is great, i would add in as an introduction the following

    Legacy and London 2012 Olympic and Paralympic Olympic Games

    When London was awarded the Olympic Games in 2005, legacy was at the hear of the bid. In 2007, the London Organising Committee of the Olympic Games (LOCOG) set out a series of promises to the IOC titled ‘Our Promise for 2012″, which outlines the gains envisaged for London and the whole UK from hosting the Games 2012:

    The five promises are:
    1. Making the UK a world-leading sporting nation.
    2. Transforming the heart of east London.
    3. Inspiring a new generation of young people to take part in volunteering, cultural and physical activity.
    4. Making the Olympic Park a blueprint for sustainable living.
    5. Demonstrating the UK is a creative, inclusive and welcoming place to live in, visit and for business.

    “Our Promise for 2012” identifies national and regional activities that will contribute to achieving the objectives, milestones for each Legacy Promise, are being measured annually through to 2012.

    These plans indicate the scale of LOCOG’s ambition determination to make an enduring legacy one of the truly distinctive features of the 2012 Games. Two guiding principles shape LOCOG’s approach: the importance of the benefits spreading far beyond London, and the opportunity for people and communities to shape the legacy

    Sebastian Coe, Chair of the London 2012 Organising Committee is on record as saying:

    “Creating a lasting legacy for London and the UK has been at the heart of our vision for the Games from day one. Our presentations today focussed on how we will take our vision and turn it into a sustainable reality, delivering lasting benefits for future generations all around the country; long after the final race has been run.”

    Central to the legacy is the role of London 2012 partners. Below is a list of the current partners and their contribution to the Legacy of the London 2012 Olympic and Paralympic Games

  2. Neil A says:

    Interesting stuff there…how come some sponsors aren’t able to confirm their Legacy? Is that you just cannot find the information from their websites etc? It seems strange as I would expect them to be “banging the drum” about their long lasting contribution etc.

    • Me too Neil. I guess it perhaps is just the LOCOG committee that are banging the drum about legacy whereas the sponsors want profile, increased custom, ROI for their vast sums paid. In some ways, the legacy wont pay the bills! Interesting though.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: