Magazine article Marketing

EDF Energy Set to Back London 2012

Magazine article Marketing

EDF Energy Set to Back London 2012

Article excerpt

London 2012, London's Olympic bid team, is poised to unveil utilities giant EDF Energy as its first top-tier sponsor. The signing is critical, coming a month before the International Olympic Committee (IOC) meets to decide which cities to shortlist as candidates to host the Games.

London 2012 is seeking more than pounds 12m in sponsorship to support the bidding process. Signing top-level sponsors - those willing to commit in excess of pounds 1m - is considered a key factor in any successful bid.

Securing such sponsors will help to prove to the IOC, which next meets on May 18, that the London bid has won the necessary commercial support to host the Olympics.

EDF has seconded a senior marketer to work with the London 2012 team and is expected to confirm its sponsorship in the next few weeks.

A spokeswoman for London 2012 confirmed it was in talks with EDF Energy and that an EDF marketer was working with the bid team, but denied the company had yet signed as a sponsor.

The search for partners has been hampered as a number of heavyweight contenders are not eligible to be signed by London 2012, as they are already sponsors of the IOC. …

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