London Latest: BMW for 2012, Equestrian Report

(ATR) London 2012 chief executive Paul Deighton tells Around the Rings that today’s unveiling of German carmaker BMW as its latest sponsor could be the last tier one deal signed by LOCOG.

“I think this is probably the last tier one deal, although we said that last time so there’s always a possibility,” he said.

“But 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.”

Speaking in the November drizzle outside London’s City Hall following a photo call with LOCOG chair Sebastian Coe and BMW executive board member Ian Robertson, Deighton said he was certain his team would meet their sponsorship target. He insisted LOCOG was 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 added that he was hopeful of “one or two more deals” before Christmas. “They won’t be of this scale, but will still be important to us.”

BMW to Provide 4,000 Vehicles

At an informal breakfast hosted by LOCOG at a London Bridge hotel and attended by around 60 journalists and officials, Coe unveiled the BMW deal. 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.

BMW are London 2012’s seventh tier one sponsor, its sixth sustainability partner and 24th in total.

“This is the Everest of sporting events with acute operational demands,” Coe said. “One of those demands is to move athletes, officials, coaches, technical delegates, maintenance teams around the city so that the Games works.

“The reputational damage of not being able to do that properly is also acute.”

Coe said that not only do BMW fulfill its logistical needs, it also meets “the stringent sustainability commitments that we took to Singapore.”

London 2012 set stringent emissions restrictions for its fleet vehicle requirements of a maximum average of 120g CO2/km. BMW will also provide bicycles for use by athletes and London 2012 staff in the athletes’ village, and use the event to showcase its electrical vehicles.

"In 2005, when we had no partners and no sponsorship revenue, we have seen this country go through on the worst economic hardships in recent times," said Deighton.

"And for us to be able to stand here today and say we are well on our way to reach £600m in terms of sponsorships is fantastic.”

Robertson, BMW’s board member responsible for sales and marketing, highlighted his company’s commitment to the British car industry and said it was “fitting” that it should sponsor the “biggest event in London’s [recent] history.”

He added that the deal is likely to be BMW’s “biggest sponsorship in the next few years.”

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.

LOCOG Updates FEI on Equestrian Plans

LOCOG today gave representatives from equestrian sports a lengthy update on their Olympic plans at the International Equestrian Federation’s General Assembly in Copenhagen.

Jumping, dressage, eventing and Paralympic dressage are all due to be staged in the historic Greenwich Park, just south of the main 2012 Olympic Park. There have been protests from local residents and concerns over a lack of legacy for horse sports in an enclosed, urban green space that is part of a World Heritage Site.

The main equestrian venue will seat 23,000 people, and LOCOG claims will only be a 20-minute shuttle ride from the Olympic Village. While the 75-hectare cross-country course looks set to be able to accommodate 75,000 spectators and is due to host a test event in July 2011. Both will be temporary facilities.

Existing buildings in the park to be used are the British National Maritime Museum (media center) and Devonport House (accommodation for grooms and meeting rooms).

“We aim to put equestrian sports right back in at the heart of the Games,” Tim Hadaway, LOCOG’s equestrian events manager, told the FEI delegates Wednesday.

“Athletes will be able to stay in the village and it will maximize the opportunity for them, grooms and spectators to be able to enjoy the unique buzz of an Olympic city.”

Hadaway responded to a question from a delegate concerned about legacy, saying that all bought equipment will be “re-allocated” to other venues post-Games and a community riding facility is planned to be built close to the park.

LOCOG will submit its planning application to Greenwich Borough local authority on Nov. 30, with a decision expected next spring.

With reporting from James Corbett and Adrian Hill