Today was another milestone for the Commercial Team with the big announcement of our two new business partner categories - airlines and sportswear. It also marked my first speaking engagement since st
Today was another milestone for the Commercial Team with the big announcement of our two new business partner categories - airlines and sportswear.
It also marked my first speaking engagement since starting here at London 2012, addressing ‘The Power of the Games: 2012 Sponsorship Opportunities’ conference in London.
The conference was well attended, with over 120 delegates from the sponsorship industry including potential business partners, agencies and advisors.
There was a real buzz, an air of excitement around London 2012 and our commercial strategy. I think everyone appreciates what an incredible opportunity the Games represent.
People were particularly keen to understand how the business partnership works. My presentation focused on the ‘5C’ model we’ve developed, positioning the relationship between a company and London 2012 as a true business partnership rather than just a traditional sponsorship agreement.
It’s a completely new way of looking at the opportunity – the relationship will affect every area of business: the company itself; customers; colleagues; community and the country as a whole.
This is very different to the usual sponsorship model, which would typically be measured in terms of viewing figures of a company’s logo on a football pitch or Grand Prix track.
There’s real excitement around the two categories we announced – we’ve already had several enquiries from companies interested in a partnership, and it’s only day one.
In total we’ll have around 50 business partners across three tiers (today’s were both ‘Tier 1’) and we’re on schedule to announce our first business partner agreement next month…watch this space…
