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Why Diageo said ‘No’ to London 2012 sponsorship

Drinks company Diageo considered sponsoring London 2012, but decided against it.

Andy Fennell: Diageo turned down Olympics sponsorship

Andy Fennell: Diageo turned down Olympics sponsorship

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"We won’t be sponsors of the World Cup or the Olympics," Diageo chief marketing officer Andy Fennell told delegates at the Cannes Lions Festival last week.

"It’s really expensive and hard to get a return."

Speaking to Marketing, he added: "Brands have to do [such sponsorships] on conviction. I’m sure some of them will get real benefit from being associated with the world’s most extraordinary sporting festival."

"Nonetheless," said Fennell: "If they try to do two-decimal-place ROI analysis, they will struggle, which is why most of them had board-level corporate conviction, and that’s what needs to happen."

This article was first published on marketingmagazine.co.uk

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