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BRANDING NEWS: Deloitte Joins 2012 Olympics sponsors | B2B Marketing


Olympic Games 2012 logo

The London Organising Committee for the Olympic Games (LOCOG) has appointed Deloitte as the professional services supporter for the 2012 games.

Deloitte will be the exclusive provider of professional advisory services to LOCOG, including tax, human capital, management consulting and financial support through secondments and advisory work.

The professional services firm is the Games’ first ‘tier two’ sponsorship partner, which means it cannot begin activating its relationship with the event until January 2009. London 2012 currently has three tier one official partners: Lloyds TSB, its banking and insurance partner, EDF Energy, its utility services partner, and Adidas, its sportswear provider.

LOCOG needs to raise £2 billion worth of private equity in order to host the Games. Its chief executive, Paul Deighton, says, “This is an exciting deal, with Deloitte supporting us not only with cash but with expert people. We will grow very quickly to an organisation of 2500 people at Games time. Having high-calibre secondees from Deloitte with a flexible range of skills across a number of different operational areas will help us in our goal of building a world class organisation to stage a truly memorable Games and leave a lasting economic, sporting, social and environmental legacy long after the summer of 2012.

“This is our first ‘tier two’ deal and the fact that we’ve done it so early shows the commercial momentum underpinning our sponsorship programme.”

The Worldwide Olympic partners already signed up for 2012 are Coca-Cola, Atos Origin, GE, McDonalds, Omega, Panasonic, Samsung and Visa.


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