SBD/Issue 47/Olympics

BOA Helps Sports Form Sponsorships Based On Service Exchange

BOA Chair Colin Moynihan (r) Discusses
New Partnership With Media In London
Under a partnership between the British Olympic Association and FTSE, a London stock exchange, 11 Olympic sports have “paired up with blue-chip companies, with the intention of forging long-term bonds that could push Britain up the medals table,” according to David Owen of the FINANCIAL TIMES. The program “aims to help sports governing bodies accelerate their development, not by persuading companies to write large cheques” per the traditional sponsorship model, but by “tapping directly into what should be their core expertise: good management.” The BOA “believes such a scheme is unique in the world.”

EXAMPLES: The partnership between security company G4S and the British Judo Association (BJA) has included one G4S exec “helping to assess which of a group of association executives might be earmarked for rapid development.” BJA CEO Scott McCarthy said, “A sporting body doesn’t generally have the luxury of that level of consulting.” G4S “views its association with judo as a possible means of reducing its staff turnover rate.” England Hockey is using its partnership with energy group Centrica’s IT to install a new customer-relationship management system. Joint projects between British Volleyball and Land Securities have included events to showcase volleyball in Land Securities-owned buildings. Steel company Corus has provided British Triathlon with support services “ranging from translation to logistics during visits to China by the British team." Below are the partnerships that have been formed under BOA’s program (FINANCIAL TIMES, 11/13).

Volleyball Land Securities
Snow Sports British Airways
Judo G4S
Triathlon Corus
Biathlon Skandia
Hockey Centrica
Boxing GlaxoSmithKline
Gymnastics Wolseley
Fencing SABMiller
Badminton Home Retail Group
Modern Pentathlon Marks and Spencer
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