London 2012 – As Partnership Race Ends A Relationship Marathon Begins …

Its Only Just Begun..

LOCOG (the London Organising Committee for the Olympic Games) reports in the FT today that their race to secure £700 million of sponsorship for the 2012 games is nearly complete – with its current roster now including 41 domestic sponsors and 11 tier one partners from the IOC‘s ‘family. With the overall return to the UK economy now projected to be just 0.1% increase – on the back of £9.3 Billion of public sector investment – and in the middle of a deep recession, securing the support of valuable partners is a massive achievement from the LOCOG team led by Paul Deighton. However, as anyone who has managed large sponsorship, partnership and collaborative marketing projects realises – getting the deal signed is not the end –  it’s just the start. As the race to acquire sponsors is nearing its end the relationship and partnership marathon is about to start…

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Social Media Benefit For 2012 Sponsors: Or 2012 Hijackers?

London 2012 will be the first Olympiad of the iPhone, Tablet, Facebook and Twitter era. Of  course, the iPhone was released in 2007 – before the 2008 summer games in Athens but it was not until late 2008 that it took off globally and it was only in early 2009 that their rival Android smartphones began to appear and grow the overall market too.  Likewise, whilst Twitter was launched in 2007  it was  only in 2009 that  it became a mainstream social media player.  London 2012 sponsors and media partners are  likely now planning exciting mobile, UGC and social media ideas into  their plans for next summer – but what if this these ever more important  platforms turn out to be an even more powerful tool – for the hijack marketers?

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