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NEWS ANALYSIS: Olympic sponsorship activity

With the London Olympics less than a year away, Maxine-Laurie Marshall looks at what corporate sponsorship activity is going on around the Games

The London Olympics are edging ever closer and the official Games sponsors are well on their way with marketing activity. Consumer brands are making lots of noise but that doesn’t mean their B2B counterparts are twiddling their thumbs. So if you had exclusive Olympic 2012 marketing rights what would you be doing with them?