Dow Chemical to Produce 2012 Olympic Stadium Wrap

(ATR) Dow Chemical will produce a sustainable, fabric wrap to encircle the 80,000-seat Olympic Stadium after inking the last major sponsorship for the London Games in a deal worth around $10 million.

The one-kilometer wrap will be comprise 336 panels, each about 25 meters high and 2.5 meters wide. It will be installed by spring 2012.

A LOCOG spokesman tells Around the Rings that Olympic organizers are now considering how to display graphics and art on the panels as originally conceived.

London 2012 will work with Dow and stadium architects Populous on the project. High-profile British artists and local schools could be invited to design some of the panels.

"Dow will have some limited branding [on the stadium wrap] before the Games but not during Games-time," he said. "It will allow them to demonstrate their expertise and what they do. You can't have a much bigger calling card than the Olympic stadium."

IOC rules call for 'clean' venues during the Olympics.

In line with London's pledge to be the most sustainable Games in history, Dow will recycle the wrap following the Games.

"The stadium will look spectacular at Games time and having the wrap is the icing on the cake," LOCOG chairman Sebastian Coe said in a statement.

"I’m delighted that Dow as one of the newer worldwide partners of the Olympic movement will be providing it and importantly doing it in a sustainable way. It reflects our vision and is a real statement of intent from Dow about their commitment to the Games."

IOC president Jacques Rogge welcomed the announcement.

Since signing up to be the official chemistry company of the Olympic Movement in July 2010, he said Dow "has already embraced the true spirit of the Olympic Movement".

"We’re proud to work together with Dow to advance our sustainability efforts as we approach the London 2012 Olympic Games," he said.

Sustainable Post-Games Use

Dow’s Performance Plastics Division will use materials for the panels that are up to 35 percent lighter and have a lower carbon footprint when compared to conventional materials. The wrap will include post-industrial recycled content and the hardware used to hang the wrap will be recycled in Europe following the Games.

Olympic Delivery Authority chairman John Armitt told ATR last week that the wrap could be easily installed. "It's not a major task. All the fixings are there, it's only a matter of stringing it up," he said.

George Hamilton, vice president of Dow Olympic Operations, said the company is committed to finding a sustainable post-Games use for the wrap and is investigating several options.

"Our goal is to provide solutions that help make the Olympic Games more sustainable, safer and that will help improve performance," said Hamilton in a statement.

"We’re providing this wrap as a sustainable solution for the Games and we look forward to celebrating its completion with Olympic fans around the world. We’re proud that the wrap will have a lasting and sustainable legacy, and one that will improve quality of life long after the closing ceremonies."

Keith Wiggins, Dow UK managing director, said the company's focus on innovation and scientific excellence would be "behind every stitch of the wrap".

The fabric curtain concept was revived earlier this year after being scrapped under the government's spending review last October.

Olympics minister Hugh Robertson said: "At the Comprehensive Spending Review last autumn, the government could see the benefit of the wrap but did not feel the taxpayer should pay for it as we looked to make savings across the project.

"But I am delighted that a private sector company has taken up the opportunity which will become a major feature of the Olympic stadium."

Dow's deal with LOCOG means LOCOG is closer to concluding its commercial program. Several tier three sponsorships are expected to be announced in the coming weeks to wrap up the sponsorship effort.

Reported by Mark Bisson