IOC: YOG Impossible Without Sponsors

The Singapore Youth Olympics exist largely because of sponsors, according to the IOC.

"The YOG would not be possible without the help and support of the Worldwide Olympic Partners," the IOC said in a press release.

TOP sponsorsincluding Coca-Cola, Visa and Procter & Gamble sponsored several Youth Olympic activities throughout the event that concluded Thursday.

Visa launched its first-ever prepaid card system. Coca-Cola sponsored the journey of the Olympic Flame around the world.

"By providing operational support and a variety of goods and services, the Worldwide Olympic Partners make an integral contribution to the staging of the Games, while their numerous promotional programs and activities also help spread the word about the inaugural Youth Olympic Games (YOG) in Singapore," the IOC said.

Visa Uses Prepaid Cards at YOG

Spectators attending the opening or closing ceremonies were able to use the Visa prepaid card to enter the event. It is the first time such a system has been used.

The card also allowed fans to use mass transit to and from the ceremonies and could be used to buy food and merchandise once inside the venue.

"What's more the card is reloadable and can continue to be used wherever Visa is accepted, making it a useful and practical souvenir," said Michael Lynch, head of global sponsorship management.

DBS Bank issued the card.

Omega Keeps Time in Singapore

Sponsor Omega marked the start of the first-ever Youth Olympics with its 10-meter Omega Olympic Countdown Clock in Singapore.

The clock had counted down the seconds for the pastyear. On August 14 at 8:10 pm, the clock hit zero, marking the beginning of the Games.

The watchmaker has been the official Olympic timekeeper since the 1932 Los Angeles Olympics.

More than 500 professional timekeepers, data handlers and volunteers helped organize the timing of YOG's 201 events.

P & G Activates Olympic Sponsorship in Singapore

Procter & Gamble -- the newest TOP sponsor -- kicked off its Olympic activation with the Youth Olympic Games by providing travel assistance to mothers of athletes.

"P&Grecognizes the sacrifice that families, and often moms, make to help children achieve their Olympic dreams and we are proud to be able to say thank you to those moms in a meaningful way," P&G official Marc Pritchard said.

P&G says itwants to "help improve the lives of athletes, moms and their families around the world."

Pritchard also said in Singapore that P&G plans to "use Olympics-related advertising in each of the (205) countries that participate in the Olympics before it’s all over."

ATR coverage of the Youth Olympic Games

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With reporting from Isia Reaves