SBD/Issue 48/Olympics

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  • Bell Reaches Deal With VANOC Media Consortium On Oly Content

    Bell Canada has reached a deal with the "10 networks of the Olympic Broadcast Media Consortium to provide exclusive access" to Vancouver Olympics content "on Bell mobile phones and on their satellite TV service," according to Susan Krashinsky of the GLOBE & MAIL. Bell will have "access to live, unedited footage at Olympic venues from the consortium networks, which it will show on six channels on Bell TV at all times, and on some cellphones." The content is "only available" to Bell subscribers, though it remains to be decided "how much customers must pay for content on their mobile phones" (GLOBE & MAIL, 11/18). The partnership will provide Bell with "exclusive media sponsorship rights in the Fixed and Mobile Telecommunications Products category." The content will be available on Bell Mobility and Bell TV in HD. Mobile users "will be able to access seven television channels -- from Omni to TSN -- and two raw feeds without commentary." Bell TV, "hockey fans will also be able to watch two 'player-cams' focusing on individual players during every men's hockey game during the Olympics" (, 11/17).

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  • BMW Signs On As Seventh Tier One Partner For '12 London Games

    BMW "has signed up to be the 24th sponsor" of the '12 London Olympics, and the automaker will be the "tier one automotive sponsor of the Games after agreeing to a deal" with LOCOG, according to Russell Parsons of MARKETING WEEK. BMW will provide a "fleet of 4,000 cars, while BMW bicycles and motorcycles will be used by athletes and officials at the 2012 Games." BMW "will also become the Games' sixth sustainability partner." The car maker is the "seventh top tier sponsor to have signed up," following British Airways, British Telecom, Lloyds TSB, adidas, BP and EDF Energy. Tier two sponsors include Adecco, Cadbury, Cisco, Deloitte and UPS (, 11/18). The deal is worth an estimated US$67M "in cash and services" (AP, 11/18). In London, Matthew Beard reports BMW is "expected to be the last 'tier one' sponsor of the Games and the deal takes" LOCOG to within about US$150M of its $1B sponsorship target (LONDON EVENING STANDARD, 11/18). LOCOG CEO Paul Deighton: "Our aim has been to reach between [US$900M-1B] and with another tier one sponsorship such as this we really focus on reaching the top end of that. It now seems well within range. And to get a sponsor such as this at this stage is a real achievement." BMW officials will use their Olympic sponsorship "across their portfolio, which includes iconic British brands Mini and Rolls Royce" (, 11/18).

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