There are still 869 days to go before the flame in London's Olympic Stadium, signaling the beginning of the Olympic Games 2012 to make largest event on the sporting calendar, the race for a taste is already lit in progress but is for sponsors.
With athletes and organizers still care following are jet lag the recent Winter Olympics in Vancouver, global brands and corporate partners in the hard yards two years ago in an effort to participating best set.
Advertising experts say sponsors towards the big event now should be building design as your success in a clear statement to make with their Olympic campaign will depend on.
Oli Sarff/Getty Images fireworks are from the BT Tower in London recently on the way to select 1,000 days until the opening ceremony of the Olympic Games 2012."Although activation only starts until end of this year more are visible, it is not too early for sponsors to launch", says Shaun Whatling, Chief Executive of the London | Mandarin Agency.
Unlike advertising, he says, "What the sponsorship" is about confronting the community rather than just the delivery of a message. "Sponsorship is another way outside the traditional sales brands communication to demonstrate their continued relevance for the life of consumers as a company." This is your first challenge, ", he says."
Some u.k.-sponsors have already started community programs.
EDF energy, the u.k.-arm Electricité de France SA, for example, has called launched an education program, the pod and runs an annual Green UK day encourage people UK's carbon footprint by 2012 to reduce. The company sponsored its first event last summer. Meanwhile, BP PLC sponsors London 2012 young leaders program that is designed around a group of disadvantaged youth volunteers give chance in their communities with the help of athletes as mentors.
Communications company BT Group PLC is separate, document the stories behind the 2012 Olympic and Paralympic Winter Games organized by a photography exhibition by London's National Portrait Gallery. The exhibition is together host 100 photos these people celebrating - both high-profile - and those behind the scenes - that passing through London 2012 Olympic and Paralympic Winter Games.
For some companies, not the Olympics could come at a better time. Lloyds TSB Bank PLC, the first u.k.-partner for London 2012 sponsorship sign was the heart of the financial crisis in the United Kingdom. The Bank, which in a multimillion pound-bailout from UK taxpayers in 2008 was involved, was part of an industry which was greater control, and a lack of public confidence.
Despite the downturn, the Bank says it to change its approach to sponsorship of the games.
"We have very reasonable and sound approach even in a time of change," says Sally Hancock, Olympic marketing director of the Bank. "We bear our message to the people at a community level – at an elite level - which has made more relevant now."
Some of the activations already in place are the local heroes and the loan and support for small business initiatives.
Ms. Hancock says that although Lloyds TSB is flexible in your sponsorship plans, not even the Bank one of the deepest economic downturn in the history of your strategy to move or to reconsider their decision made at the Olympic Games. "Nor would we have the same decision," said, "because we could have this is the best possible way."
She are aware that the Bank closer like the games more sponsors battle to "loud", the lead to ensure where hearing to make and it "people understand that we a partner and why."
Nor Lloyds TSB it harder to maximize your return, according to Pippa Collett, Managing Director at sponsorship consulting in London find. "As a sponsor on strategy for you, but it will be harder to maximize their return simply due to the economic environment: people will not alter your financial service products, as you would have done in the past."
Mrs Collett says companies need to move away from their planning and start to implement. "Sponsors about two years, really have to gain a return on their involvement", she says. "If we reach the games and you have extracted the ultimate value, then it is too late."
She says, London Organising Committee of the Olympic and Paralympic Games (locog) had time on its side to recruit as sponsors. London won its bid against Paris Olympics on 6 July 2005, to host and although it had only two partners who had signed up to July 2007 organizers already negotiations with potential sponsors the credit crunch hit. Locog has recruited so far 26 local sponsors.
"London 2012 has done most of sponsorship recruitment." Even if no other sponsors at this time to get, you probably could achieve your £ 2 billion through ticketing and merchandising, says Mrs Collett.
Organizers say still working on more and more partners.
Although local sponsors are more active at the moment, international companies will take a larger presence, but much closer to the games. The International Olympic Committee that organized the Olympic Games and has 205 members, has reported 100 million USD each one nine important international partners.
Although these big brands, how soft drink giant are Coca-Cola and clock maker Omega, not as your sponsorship activation involved, adds will look more tactical presence closer to the games, Mrs Collett.
And the financial crisis has some impact in the way sponsors layout for your strategy had.
Suzi Williams, Director of group marketing and brand for BT, says budget of the company was influenced by the crisis. Says the recession "more rigour in the way we spend our money made us but [it also] more on our internal activation made concentrated."
Mrs Williams BT's initial decision to become an Olympic sponsor says he was prompted by the desire to "convert the brand." "We want to feel warmer people about BT"
She says that while some other sponsors too early on how the athletes currently lead in the training find BT focus is on providing to play roles.
Write toJavier Espinoza at javier.espinoza@wsj.com
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