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SBD/May 11, 2012/Marketing and Sponsorship
Published May 11, 2012
HOPING FOR A REBOUND: FORBES.com's John Clark Jr. noted BP and Electricite de France SA are hoping their sponsorship deals with the London Games are an "opportunity to restore confidence in their brands." BP was responsible for the Gulf of Mexico oil spill, while Electricite de France ran the Japanese nuclear reactor that suffered a meltdown following last year's tsunami. Oxford Univ.'s Institute of Retail Management Academic Dir Jonathan Reynolds said, "The Olympics is rich in analogies and metaphors which can help businesses reestablish themselves. It is a large and specific event -- not just a general value halo effect -- and there are relatively few of those events around" (FORBES.com, 5/9).
HEADING TO THE 'POOL: EPL club Liverpool has "launched a new kit design for next season taking inspiration from their glory days from the 1970s and 80s." The team's crest "has a distinctly retro feel," but some fans "may feel aggrieved by the removal of the eternal flame which was added following the Hillsborough disaster of 1989." However, the jersey does include two "small flames either side of the number '96' on the back of the neck in rememberance of those who died." The kits are the team's first from Boston-based Warrior Sports (London TELEGRAPH, 5/11).