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SBD Global/July 12, 2012/Marketing and Sponsorship

BMW 'Unlikely' To Sponsor Rio Games After $77.7M Splurge As London Sponsor

German automotive manufacturer BMW has admitted it is "unlikely" to sponsor the 2016 Olympic Games in Rio de Janerio after "its first multi-million pound foray as a top-tier sponsor" of the London Games, according to Arif Durrani of MARKETING MAGAZINE. BMW paid an estimated £50M ($77.7M) to be among the top sponsors of '12. When asked if the company was looking to continue its top-level involvement with the Olympic Games, BMW Communications Dir Graham Biggs "made his feelings clear." Biggs: "No. It’s a one-off, but it [the sponsorship] is a long-term commitment to sport. BMW has been supporting sport for many years, motor sport but also golf and we’ve just announced our sponsorship of the Rugby Football Union from September. Sport’s very important to us." Asked if he could rule out becoming "a top tier sponsor" at the 2016 Games, Biggs said: "I think it’s unlikely, but there have been some discussions with the Rio guys. But it is a big investment… We did provide cars at the [1996] Atlanta Games." The presence of the car manufacturer was later hailed as "vital" from an operational point of view, by LOCOG Chair Sebastian Coe (, 7/11).
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