SBD/Issue 48/Olympics

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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