Published February 27, 2014
A training pool at London's Aquatics Centre is shown.
For the first time since the Olympics and Paralympics, the London Aquatics Centre "will open its doors to the public," for as little as £3.50 ($5.80) per session, with the London Legacy Development Corp. describing this Saturday's venue relaunch "as a key moment in the aftermath of the Games," according to James Riach of the London GUARDIAN. LLDC CEO Dennis Hone also revealed that "negotiations over sponsorship of the building have yet to be completed," with the organization waiting until naming rights have been secured for the Olympic Stadium before any deals are put in place for other venues across the Olympic Park. Whoever earns the naming rights for the stadium, which will be West Ham's home starting in '16, "may want exclusive sponsorship over the whole park for a potential 10-year period." When asked about the Olympic Park's future title sponsorship, Hone claimed that a number of "blue-chip" organizations had already been in discussions with Int'l Management Group, "which is leading the negotiations." Sainsbury's "has been mentioned as one potential bidder." The conversion of the entire Olympic Park from its original state in '12 is set to cost £300 ($500M). The Aquatics Centre "follows the Copper Box Arena, which hosted handball and goalball during the Games, which became the first venue to be opened to the public" (GUARDIAN, 2/25