BT Becomes First Commercial Partner Of Olympic Legacy Charity Join In
BT is hoping to make "volunteering the next social movement," after signing up as the first commercial partner of the Olympic legacy charity Join In, according to John Reynolds of MARKETING MAGAZINE. Join In is a government-backed charity launched after the 2012 Olympics and Paralympics, with the aim of running sports and other social events which tap into the fervor generated by the Olympics. The charity is headed up by former LOCOG Marketing Dir Greg Nugent and ex-ITV CEO Charles Allen. BT will "work closely with Join In to raise the profile of volunteering over the coming months and will provide volunteering opportunities at sports clubs and community groups" across the U.K. (MARKETING MAGAZINE, 5/23).