Games a unique business opportunity - Sydney 2000 chief

"The bringing together of London and the Games, two of the world's truly iconic brands, for the London 2012 Olympic and Paralympic Games provides a powerful combination for companies that we probably haven't seen at the Olympic Games for a very long time," said Hollway.

"It could take the Olympic and Paralympic commercial programme to a size and scale never seen before."

Hollway is in London to meet with London 2012 organisers this week and give a key note address at a private conference on Olympic opportunities.

He outlined the business benefits available to sponsors - including brand building and increasing sales.

"This is not a sponsorship; this is a rare and extremely powerful six year business opportunity."

Hollway said company decisions about Olympic involvement should be driven by a rational understanding of the bottom line, and there were very powerful benefits to be gained from association with the Olympic Games.

"Opportunities to differentiate and develop your brand, reposition your organisation and rejuvenate your employees on this scale are very rare indeed, and I have seen first hand how powerful this can be to organisations that really understand the business potential."

27 April 2006

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