Powerful business benefits expected for companies from London 2012 Games, says former Sydney Olympic Games Chief

The former CEO of the Sydney Olympic Games Organising Committee, Sandy Hollway, said the London 2012 Games would provide British companies with the rare opportunity to maximise the unique business opportunities from being part of the world's biggest event.

"The bringing together of London and the Olympic Games, two of the world's truly iconic brands, for the London 2012 Olympic Games provides a powerful combination for companies that we probably haven't seen at the Olympic Games for a very long time. It could take the Olympic commercial programme to a size and scale never seen before," said Hollway.

London's position as a global destination for finance, business, media and the creative services as well as tourism and youth culture would provide British companies with unprecedented opportunities to maximise the commercial and business benefits from the Olympic Games.

"This is not a sponsorship; this is a rare and extremely powerful six year business opportunity," said Hollway, who met with London Olympic Games organisers this week and gave a key note address at a private conference on Olympic opportunities.

The London 2012 Olympic and Paralympic Games could generate many business benefits beyond those traditionally associated with alignment to the Olympic Games, of brand building and increasing sales.

"Companies that are looking at raiding the marketing budget for a slice of this opportunity, have not grasped the company-wide benefits possible from associating their organisation with one of the world's favourite cities and the world's most recognised brand, the Olympic Games," he said.

"Chairmen, CEOs and Board members are constantly searching for the 'holy grail' of market differentiation, greater quality and efficiencies, new customer and community audiences and better staff retention. The Olympic and Paralympic Games is an opportunity to do this and much more."

Association with the Olympic brand can help to transform and reposition companies more rapidly than other methods.

"An association with the Olympic Games provides the opportunity to demonstrate organisations and brands in a highly visible way in what is the biggest theatre on earth, the Olympic Games, said Hollway, who provided high level strategic advice to the Chinese Government during its bid for 2008 Beijing Games and is currently a consultant to the Beijing Organising Committee for the Olympic Games (BOCOG).

Those companies that come to the table first can maximise commercial and business opportunities over an extended six year period during planning and preparations for the Games and beyond.

"It is a very powerful proposition to be part of the team that delivers an extraordinary Olympic and Paralympic event, which inspires the world's youth and serves as a catalyst for wide reaching regeneration of community services, facilities and skills, as part of a legacy that will last for many years," said Hollway.

"The legacy for companies that integrate this association and achievement into their business strategy will also last for many years."

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."

- Ends -

For further information please call the London 2012 Press Office on +44 (0)203 2012 100 or visit www.london2012.com