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SBD/August 2, 2011/Marketing and Sponsorship
London Olympic Sponsors Wait To Activate In The U.S. Closer To Games
Published August 2, 2011
THAT'S (ALMOST) A WRAP: Olympic Delivery Authority Chair John Armitt said that LOCOG officials “have secured a sponsor to fund the fabric wrap for the 80,000-seat Olympic stadium and it will be added within the next six months.” Armitt: "It is going ahead. LOCOG have got a sponsor. They haven't announced it yet but they have got one." Armitt said that “the sponsorship was in the ‘single figure millions’ and the wrap could be easily installed.” LOCOG is “expected to announce the sponsor within weeks” (AROUNDTHERINGS.com, 8/2).
THE JOY OF COLA: One-Poll research shows that Coca-Cola is the “most-recognised” of the 11 IOC TOP sponsors for the London Games. The soft-drink brand was cited “as the worldwide partner that consumers most associate with the Olympics by 37% of 2,000 people surveyed.” McDonald’s ranked second in the survey and Visa ranked third (MARKETINGMAGAZINE.co.uk, 8/2).