London 2012 leaders Paul Deighton and Sebastian Coe with BMW’s Ian Robertson (J. Corbett) BMW Newest 2012 Sponsor
(ATR) London 2012 chief executive Paul Deighton tells Around the Rings that this week's unveiling of German carmaker BMW as its latest sponsor could be the last tier one deal signed by LOCOG.
“I think the remainder of the program is likely to be comprised of a whole series of smaller deals, which is normally the pattern as you get closer to Games time.”
Estimated to be worth up to $50 million, the agreement means BMW will provide a fleet of around 4,000 vehicles needed to transport athletes, officials and media during Games time.
London 2012 set stringent emissions restrictions for its fleet vehicle requirements of a maximum average of 120g CO2/km. BMW also will provide bicycles for use by athletes and London 2012 staff in the athletes’ village, and use the event to showcase its electrical vehicles.
Deighton said he was certain his team would meet their sponsorship target. He insists LOCOG is not letting up in the pursuit of more sponsor deals.
“We set a range of £600-700million [$1.2 billion],” he said. “We’re in touching distance of the lower end, so we’re targeting the upper end. I know we’ll get into the range, but it gets harder the nearer you get to the seven hundred number.”
Deighton adds that he is hopeful of “one or two more deals” before Christmas. “They won’t be of this scale, but will still be important to us.”
BMW are London 2012’s seventh tier one sponsor, its sixth sustainability partner and 24th in total.
BMW is also sponsoring Munich’s bid to host the 2018 Winter Games. The German carmaker will provide $4 million to $7 million in the bid phase, including vehicles.
Pepto-Bismol Partners with Team USA
No upset stomachs for U. S. athletes in Vancouver next year ... Team USA will get Pepto-Bismol chewable tablets with InstaCool for the 2010 Winter Games. It is part of Procter & Gamble’s sponsorship of the team.
"There are many reasons an athlete may suffer from stomach upsets," James Moeller, USOC Chief Medical Officer, said.
"Travel and foods can cause stomach upsets that may keep our athletes from achieving their goals during competition. It's comforting to be able to offer them a quality product that combats their stomach symptoms and helps them live their dream."
Pepto-Bismol has also partnered with The PlantBottle is partly made of plants and is 100 percent recyclable. (The Coca-Cola Company) Olympic silver medalist Sasha Cohen.
The ice skater will be a part of Pepto-Bismol’s promotion for its Pepto InstaCool Sweepstakes. The winner of the contest will win a five-day, four-night trip to the 2010 Olympics in Vancouver.
Coke Launches Innovative PlantBottle
TOP sponsor Coca-Cola has launched its new PlantBottle around the world. The PlantBottle began arriving on store shelves last week.
The PlantBottle is partly made of plants and is 100 percent recyclable.
“We are taking a major step along our sustainable packaging journey as The Coca-Cola Company becomes the first-to-market with a recyclable PET plastic bottle made partially from plants, “CEO of Coca-Cola, Muhtar Kent, said.
The PlantBottle is offered in Denmark, Western Canada and Western United States. It will be available in Brazil, Japan, Mexico and China’s Shanghai Expo next year.
New Sponsor for Singapore 2010
PSA is the Official Maritime and Shipping Sponsor for the Singapore 2010 Youth Olympic Games after becoming the Youth Games newest sponsor.
PSA will help import Games-related equipment by sea. It will also supply billboards promoting Singapore 2010 Youth Olympic Games.
“With PSA’s vast experience in container terminal handling, we can be assured that containers will be handled in a professional and efficient way,” Goh Kee Nguan, CEO of the Singapore Youth Olympic Games Organizing Committee, said.
Briefs …
…JSPORTS is Japan’s broadcast rights holders for the Rugby World Cup 2011, announced Rugby World Cup Limited (RWCL). The partnership will allow more spectators to watch the Rugby World Cup. The 2011 Rugby World Cup will take place in New Zealand. Japan will host it in 2019.
…TMS International and ESPN Brazil have extended their partnership. The deal means ESPN will continue to broadcast the International Table Tennis Federation (ITTF) Pro Tour and Pro Tour Grand Finals.
Media Watch …
…An article posted on the Chicago Sun-Times website says Visa’s Winter Olympics marketing campaign “tries too hard.”
http://www.suntimes.com/business/lazare/1886022,CST-FIN-lew16a.article
With reporting from Isia Reavesand James Corbett
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