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Monday
June 1, 2009
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Recent Issues
Olympics

Rest Easy: Holiday Inn Signs Tier-Three Sponsorship With LOCOG

 
InterContinental Hotels Group has signed its Holiday Inn brand to a US$16.2M tier-three sponsorship of the '12 London Games, designating the hotel chain as the "official hotel services provider" of the event, according to Jonathan Sibun of the London TELEGRAPH. The deal, which will formally be unveiled today, will see InterContinental spend US$8.1M in "capital towards the sponsorship" and another US$8.1M "worth of accommodation and services before and during the Olympics." Holiday Inn also will advise LOCOG "on the planning and operation of the Olympic village" as part of the deal. InterContinental will becomes LOCOG's 19th corporate sponsor (London TELEGRAPH, 6/1). The company also becomes the "ninth to sign up as a domestic 'tier three' sponsor -- the lowest level of support under which a backer is able to use the Olympic logo in their advertising" (LONDON TIMES, 6/1). The FINANCIAL TIMES' Adrian Cox reports the hotel chain is "seeking a high-profile way to showcase its [US$969.5M] three-year relaunch, which is about half completed." The sponsorship also is a "move Holiday Inn hopes will help attract visitors to its network of 42 hotels" in London (FINANCIAL TIMES, 6/1).

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