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SBD Global/May 2, 2013/Marketing and Sponsorship

BP Set To Sign Deal With British Olympic, Paralympic Associations, Glasgow 2014 Games

BP is "set to sign a major sponsorship deal" which will run across the British Olympic Association, British Paralympic Association and the Glasgow 2014 Commonwealth Games, according to John Reynolds of MARKETING MAGAZINE. The deal is "set to be announced in the coming weeks." It follows BP’s sponsorship of the London 2012 Olympics, which was "widely seen as a success for the company." A source said, "BP did really well out of London 2012 and is keen to green itself up by aligning itself with sponsorships." The deal is "likely to run up to and beyond" the 2016 Rio Olympics. The signing up of BP "would mark a coup for the organisers of the Glasgow 2014 Commonwealth Games," which has been forced to adopt a "sales-led" strategy to attract sponsors amid tough sponsorship market conditions (MARKETING MAGAZINE, 4/30).
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