Monday
Jul262010

New Marketers On Board For Olympics As London Hits Two-Year Countdown

July 26, 2010: Panasonic, the U.S. Olympic Committee and other marketing partners of the International Olympic Committee and the London Organizing Committee of the Olympic Games are joining to mark the two-year countdown to the 2012 Summer Games.

The milestone arrives with good news for both the IOC and USOC. On the heels of Dow Chemical signing on as a global IOC partner through 2020, BMW has signed a six-year deal to become the USOC's official mobility partner as well as the official partner of four National Governing Bodies: USA Bobsled & Skeleton, US Speedskating, USA Swimming and USA Track & Field. The deal was described as a "multimillion-dollar agreement" by BMW. BMW is already a top tier marketing partner of the LOCOG for the 2012 London Games.

This week, Procter & Gamble is expected to extended its marketing alliance with the USOC, which was signed in 2009, with a global marketing deal with IOC during a media conference call scheduled for July 28. P&G is expected to support with a worldwide campaign that will include a cause-marketing aspect that would cover training and expenses for "elite U.S. athletes and reduce the financial burden on their families."

BMW Group (including BMW, MINI and BMW Motorrad) will be the official partner of the USOC for the 2012 London Games, 2014 Winter Games in Sochi and 2016 Summer Games in Rio de Janeiro for both the U.S. Olympic and Paralympic Teams; and the 2011 and 2015 U.S. Pan American and Parapan American Teams. BMW Group said it would develop exclusive programs to support Team USA and would have a presence at the three Olympic Training Centers. In 1996, BMW Group was a sponsor of the Atlanta Olympic Games and U.S. Olympic Team.

"As a company dedicated to joy, performance and efficiency, BMW Group is a fitting partner for the USOC, whose mission of achieving sustained competitive excellence and inspiring Americans dovetails perfectly with our own values," Jack Pitney, vp-marketing for BMW of North America, said in a statement. "It is important to us to add substantive value to a partnership that is more than just a financial sponsorship. We are excited to share our resources, which include some of the world's leading engineers and technology experts and an enthusiastic owner and dealer community, with U.S. Olympic and Paralympic athletes over the next six years."

According to Olympic gold medal speedskater Apolo Anton Ohno, "Sponsors are critical to the success of Team USA," said Ohno. "What's truly unique about BMW is their willingness to go beyond financial assistance and make available their engineers and technology experts to work with Team USA athletes and try to enhance their training programs."

The next Olympics will begin on July 27, 2012, and groups on both sides of the Atlantic are highlighting the milestone with two days of events that are designed to raise marketing and public awareness of the Games.

Panasonic, the official worldwide Olympic partner in the audio and visual equipment category for the London 2012 Olympic Games, will host a "Get Ready for London 2012" celebration in Trafalgar Square on July 27. Events will include a live broadcast of the London 2012 tour of the Olympic Park; a "3D Future Zone" featuring six special pods that include Panasonic's Full HD 3D Plasma Home Theater Systems; and a plethora of athletes and Olympic and marketing executives.

Other global partners of the IOC include Coca-Cola, Acer, Altos Origin, GE, McDonald's, Omega, Samsung, Visa and the recently signed Dow Chemical. The  LOCOG has seven domestic Tier One partners for 2012: adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB. All are expected to have a presence at the two-year countdown event.

Several Olympic-related items are being released in conjunction with the two-year countdown, including postage stamps from Britain's Royal Mail (pictured) and new toy versions of the official London Olympic mascots.

In New York, Team USA Olympians attended a celebration commemorating the two-year countdown on July 26, hosted by the British Consulate-General aboard the Royal Navy of the United Kingdom's HMS Albion. On July 27, TeamUSA.org will launch a "12 in '12" series, with articles featuring 12 athletes or teams from the Games in 2004 Athens and 2008 Beijing looking to either "defend or amend their Olympic performances." Featured athletes include David Boudia (diving), Natalie Coughlin (swimming), Phil Dalhausser and Todd Rogers (beach volleyball), Abby Wambach (soccer) and members of the U.S. Women's Basketball Team.

A "two-year out" countdown clock will launch on July 27 on the home pages of TeamUSA.org and USParalympics.org; and TeamUSA.org will post its first official Facebook application at www.Facebook.com/usolympicteam, which will allow visitors to take a quiz called, "What Olympic Sport are You?"

“We’re in a good position,” Sebastian Coe, chairman of the LOCOG, said during a media conference call from London on July 23. “Infrastructure and revenuewise, we’re in very good shape. It shows the confidence of the British people in what we’re doing.” According to Coe, “The Olympic project is as valid today as the economy is at a low ebb as it was when we won the bid and the economy was at a high-water mark, and I would argue that it is even more important now. It was always our goal to deliver a sustainable and responsibly delivered Games. That hasn’t changed.”

Dow, IOC Now Have Chemistry As Global Marketing Partners

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