London Olympics unveils final sponsor categories

by Ed Kemp, Marketing 01-Feb-07, 15:30

LONDON - Sportswear and airline have been named as the final two domestic partner categories for the London 2012 Olympic and Paralympic Games.

Chris Townsend, commercial director for the organising committee, made the announcement Thursday afternoon in an address to potential sponsors of the games. The other categories are banking, insurance, oil and gas, utility services, automotive and telecoms.

Lloyds TSB is set to become first brand to sign up as a domestic partner for the London Olympics (Marketing 3 January). Barclays had been a favourite to take up the partnership package, which will cost an estimated £80m, but pulled out of the race last year.

Townsend said that he must raise £2bn to fund that staging of the Olympic Games. Sponsorship will play a major role in achieving the target, with further contributions coming from ticket sales, merchandising and broadcasting rights.