SBD/Issue 198/Olympics

BP Becomes Sixth Top-Tier Sponsor Of 2012 London Games

LOCOG Thursday announced that BP has signed a deal to become the sixth Tier One partner of the 2012 London Games, as well as the official oil and gas partner and the Games' third Sustainability Partner. BP will provide fueling facilities for vehicles serving the 2012 Olympics and Paralympics and also will provide liquefied petroleum gas for other uses. The other Tier One sponsors for the 2012 Games are adidas, British Airways, British Telecom, EDF Energy and Lloyds TSB (LOCOG). MARKETING WEEK's Louise Jack reports the deal "is understood to be worth at least" US$99.6M. LOCOG is "seeking at least eight" Tier One domestic partners, with each paying at least US$79.7M. LOCOG also has signed up Deloitte as a level two sponsor, and "it is thought LOCOG will seek as many as 20 or 30 companies" to become Tier Two sponsors (MARKETINGWEEK.co.uk, 7/3). BP also will aim to support the Cultural Olympiad -- "a four-year programme of concerts, exhibitions and festivals to run alongside the Games." BP said that it will "organise touring exhibitions and outreach programmes in support of the Cultural Olympiad" (BBC.co.uk, 7/3).

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