Magazine article Marketing

London 2012 Sponsors Ready Rival Promotions

Magazine article Marketing

London 2012 Sponsors Ready Rival Promotions

Article excerpt

Partner brands square up for campaigns on the back of Olympic ticket sales.

London 2012 sponsors are preparing for the start of an Olympic marketing battle, following the announcement of the date when brands can launch ticket communications.

Organiser LOCOG has imposed a six-week blackout from 15 March, when tickets go on sale, on all sponsor communications promoting ticket offers.

Over this period, LOCOG will advertise that tickets for the Games have gone on sale. The only brand allowed to communicate a tickets message before the period ends is Thomas Cook, official provider of short breaks to London 2012.

Key sponsors, including BT, Visa and watchmaker Omega, are gearing up for major campaigns based on ticket offers as soon as restrictions are lifted.

'Sponsors that (use) the momentum from the sales process and hit the market right after 26 April will have an advantage (over) those that wait,' said Lili Leung, managing partner at sports agency Helios Partners.

Tim Crow, managing director at sponsorship consultancy Synergy, added that, like previous Olympics, there would be a wave of promotions around London 2012 in the post-ticket-release period. …

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