NEWS ANALYSIS: How can brands tap into legacy benefits post Olympics?

B2B brands big and small have made the most of the marketing opportunities that have come as a result of this summer’s Olympic Games. But do these opportunities dry up when the athletes leave? Maxine-Laurie Marshall investigates

The London 2012 Olympic Games have arrived. Despite only lasting six weeks, the UK has been told the legacy benefits from the Games will continue long into the future. In 2008, the Government published the Legacy Action Plan that detailed five legacy promises including, ‘Demonstrating the UK is a creative, inclusive and welcoming place to live in, visit and for business’. But how can B2B marketers tap into the valuable legacy the Games will leave behind?