November 18, 2009: Automaker BMW said it has signed a deal with the London Organizing Committee for the Olympic Games to become a Tier One partner for the 2012 Summer Olympics. Financial terms were not disclosed, but analysts said the deal that could be worth upwards of $70 million (U.S.)
BMW said it would provide around 4,000 vehicles to be used in transporting athletes, officials and media during the London Games and Paralympics. BMW also joins LOCOG as a "sustainability partner" and will provide low-emission and electric vehicles, bicycles and motorbikes. BMW is expected to support with marketing that includes TV, print, outdoor and experiential.
The German-based company is the seventh Tier One LOCOG partner, joining adidas, BP, British Airways, BT, EDF Energy and Lloyds TSB.
"Operationally, an automotive deal is vital for any organizing committee and so I'm thrilled BMW is on board," Sebastian Coe, LOCOG chairman, said in a statement. "They share our vision to stage a sustainable Games in 2012 and will be a valued partner. On a commercial level, signing another Tier One partner in this challenging environment is a fantastic achievement but it goes to show the inspirational power of the Olympic Games and Paralympic Games."
"Operationally, an automotive deal is vital for any organizing committee."
BMW said that part of the fleet will be wheelchair-accessible and that it would also convert some vehicles specifically to be used by disabled drivers and passengers.
“We see our partnership as a major opportunity, over the next three years and beyond, to focus attention on our range of the most fuel efficient premium cars — and also to shine a light on the future of individual mobility," Ian Robertson, a member of the board of management of BMW AG, responsible for sales and marketing, said in a statement. "This partnership will be an inspiration for our customers, employees, dealers and suppliers.
“Sustainability is a central pillar of our business and guides all aspects of our operations," Robertson said. "Therefore we have a natural affinity with London 2012 and its commitment to low carbon and healthy living.”
London 2012 Summer Olympics
IOC Worldwide Partners
Coca-Cola, GE, Panasonic, ACER, Atos Origin, McDonald's, Omega, Samsung, Visa
Tier 1 Official Partners
Adidias. BP, British Airways, BT, BMW, EDF Energy, Lloyds TSB
Tier 2 Official Supporters
Adecco, Cadbury, Cisco, Deloitte, Thomas Cook, UPS
Tier 3 Official Providers and Suppliers
Airwave, Atkins, Boston Consulting Group, Crystal CG, Frreshfields Bruckhaus Deringer, Holiday Inn, McCann Worldgroup, Nielsen, Populous, Ticketmaster, Trident.