Coca-Cola is aiming to capitalize on its sponsorship of the London Games "by acquiring the post-Games naming rights to the Olympic Park velodrome," according to John Reynolds of MARKETING magazine. Lee Valley Regional Park Authority CEO Shaun Dawson, whose organization controls the naming rights to the cycling arena, said Coca-Cola "made the association between the brand and the velodrome" after 3,000 staff members attended a licensing event at the venue. LVRPA is now open to "expressions of interest in sponsorship opportunities that will take effect after the Games finish, including the naming of the velodrome." The news comes as the Olympic Park Legacy Company "gears up to launch a marketing offensive across press and digital to showcase the sponsorship opportunities available at the 500-acre Olympic Park" (MARKETINGMAGAZINE.com, 3/13).
BIG TIME FOR LONDON: NBC News' Brian Williams noted this is a “big time for this beautiful city” of London, as the Olympics "are now just months away, along with the crowds, and of course the eyes of the world.” The report examined the “hard work going on for what is hoped to be a moment of glory.” NBC News’ Keir Simmons noted Prince Harry’s tour of the Commonwealth nations is part of “an old family helping put a new face on Britain in a year when billions will be watching,” as Queen Elizabeth II celebrates her Diamond Jubliee in June and the London Games occur in July and August. Simmons said it will be a “marathon celebration, an entire country getting ready for its close-up, hoping to remind the world that Great Britain can put on a good show.” Simmons: “Britain knows how to put on a pageant. It must prove that it won’t be sunk by an event as big as the Olympics. The Summer Games involve millions of visitors at 34 separate venues. The cost: $17 billion, plus security and policing. Two out of three Brits say in these tough times, it’s not worth it. But the Olympics could also be a windfall for Britain’s pocketbook and its image so attitudes are likely to warm here as summer approaches and Britain reclaims a place it has held many times before: The center of the world stage hoping to out on the greatest show on Earth” (“Nightly News,” NBC, 3/12).
