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Volume 24 No. 156


LOCOG has selected Dow Chemical to "produce a fabric 'wrap' around the Olympic stadium" ahead of the '12 London Games, according to Vanessa Kortekaas of the FINANCIAL TIMES. The project is Dow’s "first since signing a 10-year agreement last year" to become an IOC TOP sponsor. The wrap "was axed from stadium plans after the comprehensive spending review last year to help shave" US$32.8M off the US$15.2B budget. LOCOG in February "announced it was seeking private sector investment to revive the project." The wrap "will stretch from the ground to the upper tier of the 80,000-seat stadium and will comprise 336 panels, each 25m high and 2.5m wide." Dow U.K. Managing Dir Keith Wiggins said that it is a "good partnership for Dow, despite not being able to have their branding on the wrap during the games." IOC rules "do not allow advertising in Olympic venues." Wiggins said that Dow’s name "will be on the wrap during its installation early next year and throughout the test events, before being removed on June 26 2012." Kortekaas notes the deal is separate from LOCOG's US$1.15B sponsorship program, which is "set to be completed in the coming weeks" (, 8/4). The AP's Danica Kirka notes LOCOG "scrapped the wrap late last year because its price tag" of US$11.7M "had been deemed too expensive at a time of economic austerity." An artist's rendering of the project "showed a series of disconnected strips hanging from the edge of the stadium's skeleton -- which is unlike the sweeping single piece of cloth shown in earlier versions of the structure" (AP, 8/4). LOCOG "will work with Dow and stadium architects Populous on the project." High-profile British artists and local schools "could be invited to design some of the panels" (, 8/4).

MARKETING PLAN: The USOC has signed an agreement with Brand Acceleration to create marketing programs using the company's in-lid and packaging technologies. BA will create integrated marketing and promotional programs in an effort to drive awareness and partner activation in support of U.S. Olympic and Paralympic athletes. BA is set to launch a platform for reaching consumers through the redelivery of promo items on beverage tops and packaged goods (USOC).