SBD Global/June 12, 2012/Olympics

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  • LOCOG CEO Deighton Says Brit Empire Has Delivered For Olympics

    LOCOG CEO Paul Deighton spoke with Bloomberg TV’s Louise Beale about London’s preparations leading up to the Olympic Games next month. Deighton said, “We did not expect ourselves really from 2008 onwards to be sinking into a credit crunch from which it’s been tough to emerge, but we’ve made it work. On the private side, we moved very quickly to put our sponsorship in place, and big British companies responded in a big way. They wanted to be part of the biggest thing happening in our city, in our country, in our lifetimes." Beale asked about event tickets and said, “Do you think it’s been the fairest system?” Deighton: “The principal issue around tickets is the extraordinarily high levels of demand around a finite supply. We’ve tried to prioritize people that have applied and who were unsuccessful. They’ve had a chance to have a go at the slightly less popular tickets.” Beale said transportation “is always an issue in London” and asked, “Are you worried about that?” Deighton: “It’s important that London is seen to be able to make this work. I mean, there will be queues. Going to at any big … sporting event, you expect to queue up.” Deighton said whether the Games are good for the country, “If you think in terms of the sheer economic injection from the Games, both in the construction and now providing goods and services, we’ve seen something like $7.5 billion pounds spent in the U.K. economy” (“Bloomberg Bottom Line,” Bloomberg TV, 6/8).

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  • Research: Online Olympics Viewing To Be Low

    Online consumption of the Olympic Games "won’t be widespread," according to Robert Andrews of PAID CONTENT. Perform Group’s Global Sports Media Consumption Report 2012 suggests that just 9% of sports fans in the U.K. and 16% in the U.S. plan to view online. Just 3% in the U.K. and 7% in the U.S. will watch via a mobile device. Sixty-four percent of Brits and 71% in the U.S. said that they would watch the Olympics via regular TV. Sports fans in Germany, Spain, France and Italy are "more likely to watch online" than Brits and Americans. Results for emerging markets of China, Russia and Brazil came even higher. As many as 70% of Chinese said that they intend to watch the games online (PAIDCONTENT.org, 6/11).

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  • Jordan Picks U.K. Airline EasyJet As Olympics Carrier

    Jordan has announced that easyJet will fly its athletes and support staff between Amman and London this summer, making it "the first country to make a budget airline its official Olympic Games carrier," according to Rose Jacobs of the FINANCIAL TIMES. It is also "the first instance of a U.K. carrier sponsoring a foreign team." Jordan has nine confirmed athletes set to compete in this year’s Olympics, a record. Two wrestlers and the national basketball team may also qualify. Fourteen athletes will be competing in the Paralympics. Including support staff, easyJet expects to fly about 75 people as part of its sponsorship deal (FINANCIAL TIMES, 6/11).

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