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SBD Global/April 26, 2013/Marketing and Sponsorship

British Olympic Association Announces Nissan As First Major Sponsor Since London 2012

The British Olympic Association "announced car manufacturer Nissan as its first major sponsor since the London 2012 Games," according to Martyn Ziegler of the PA. Nissan, which employs 7,000 people in the U.K., "becomes a tier one sponsor for the BOA and also a sponsor for the British Paralympics Association in the run-up to the Rio 2016 Games." The BOA is aiming to raise £42M ($64M) over four years, "a similar sum to the four years before London 2012." Nissan will also provide vehicles to the BOA and BPA, enabling the organizations to "deliver world-class logistical support to Britain's Olympic and Paralympic athletes" (PA, 4/25). MARKETING MAGAZINE's Alex Brownsell wrote Nissan "promised to also apply its performance credentials and expertise in innovative technology to help enhance the squads' training regimes and overall performance" (MARKETING MAGAZINE, 4/25).

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