The business focus for the ’12 London Olympics is “switching increasingly to the commercial partners signed up by LOCOG,” according to Graham Ruddick of the London TELEGRAPH. Sponsorship deals already have raised around US$1.1B for LOCOG, “just short of the target” of US$1.15B. In addition to the financial commitment, sponsors are “providing key products and services that are fundamental to making the Olympics in London a reality.” British Airways, which this week unveiled its advertising plans ahead of next summer's Games, is “one of seven tier-one partners signed up for the Olympics” by LOCOG. Lloyds, another tier-one partner, "has stepped up its visibility as the official banking and insurance partner by sponsoring the ticketing process.” In addition to the tier-one partners, LOCOG has “signed up 33 supporters and suppliers.” As the logistics and express delivery supporter, UPS “has begun talks with LOCOG about how it will deliver" sporting equipment for the Games. Hornby, the official merchandise licensee for the Games, will “produce collectable Corgi models such as London taxis and buses,” and plans to have “150 products available by Opening Ceremony in July 2012.” Hornby also is “paying for real-life London taxis to be decorated in the style of Olympic events, thereby justifying their conversion into models.” Deloitte Managing Partner for Innovation & Brand Heather Hancock, whose firm is a tier-two sponsor, believes that Deloitte's deal with LOCOG will be “financially beneficial.” Hancock: "For us, the value of the Games has already been demonstrated through a major impact on recruitment and retention" (London TELEGRAPH, 5/6).
