The 2012 Games, it’s sponsors and their legacy

AUGUST 8, 2011 BY DAVIDMORGANJENKINS LEAVE A COMMENT

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.