Where other broadcasters and sponsors have hesitated, Channel 4 has embraced the Paralympics and looks set to reap the rewards.

After the perfect ‘warm up’ of the Olympics, Channel 4 launched its Paralympic activity with the broadcaster’s biggest marketing campaign to date – with a ‘roadblock’ premiere of  the quite stunning ‘Meet the Superhumans’, the 90-second advert showcasing the stories behind the Games’ athletes and their unique talents. The advert aired across 78 different TV channels and signalled Channel 4’s intention to launch the Paralympic Games firmly into public consciousness.

As Jessica Ennis became the face of the Olympics, Channel 4 have positioned swimmer Ellie Simmonds as the face of the Paralympic Games. With gold firmly in her sights once again, I’m sure the public will take Ellie into their hearts just as they did Jess. Ellie Simmonds is just one of a series of athletes enlisted by Channel 4 to create some really strong content, which is not only helping with the significant education job that needs to be done around disability sport, but is also showing them to be the world-class athletes that they are.

We should not underestimate the importance of the advertising support that Channel 4 has put behind this campaign in contributing to record ticket sales – a major move in ensuring that these Games will live long in the memory of the British public. Sales have already significantly surpassed Beijing and this could now well go on to be the first ever sell-out Paralympic Games.

There will surely be a case of missed opportunity for sponsors who passed up the chance to create meaningful and evocative content and conversations around an event which has captured the public’s imagination. Many are now instead frantically trying to buy up spots on Channel 4. Hopefully, the Paralympic Games of London 2012 will act as a wake-up call to sponsors in the lead-up to Rio 2016, resulting in greater investment and subsequently the further development of Paralympic sport globally.

Along with the work done by the IPC, Channel 4 has gone a long way to breaking down some of the stigmas that surround disability sport. While the big test – 150 hours of live sport coverage – is still to come, Channel 4 has already gone a long way to securing its place on the Paralympic podium.

By Tom Whiteside on August 29th, 2012

Tags: London 2012 sponsorship consultants, Media, Olympic sponsorship, Paralympics, PR, Sponsorship, Synergy

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I’ve been pretty lucky over the past few years, working in sport and enjoying some incredibly memorable events. Maybe even the odd Welsh Grand Slam – certainly not the type of thing I was used to when I was growing up.

Indeed, I’ve been privileged to work on the Olympic Games, helping to plan and deliver BMW’s London 2012 vision. Sometimes I really do have to pinch myself.

You could argue some others are not quite so lucky. Some people are born without arms or without sight. Some suffer from debilitating illnesses that they fight for a lifetime. But some don’t think about it that way.

Today marks the start of what I think will be the most amazing and emotive event we’ve ever seen, in what has been the most amazing and emotive summer of sport. Today, the Superhumans begin the greatest show on Earth at the London 2012 Paralympic Games.

As a nation, we’re fired up. We’ve developed a thirst for the most compelling of sporting stories. Tomorrow, when the action begins, we’ll be ready to lap it up.

Athletes will take to the field, pool and track ready to give it everything. Brands at London 2012 have shown great support to the Paralympic Games, but right now, I think one or two will realise they’ve missed out. Have they given it their all?

The next few weeks will define Paralympic sport in the UK and inspire a nation. It will challenge the way we think and the way we perceive disability sport. It will also show us the future in sponsorship.

Brands that have got it have been brave, they’ve trusted their instincts and they’ve exploded into a new space. This is the very essence of creating great creative sponsorship – brands that are prepared to step into the unknown and re-imagine the way they think and deliver.

So as we sit back to enjoy the lionhearts of Paralympic sport in action, we’ll also be experiencing a key part of the development for the future in sports marketing. The Paralympic Games will show that the brave come out on top; both on and off the field.

Full disclosure: Synergy works with BMW on London 2012

By Ben Wilkinson on August 29th, 2012

Tags: Advertising, London 2012 sponsorship, London 2012 sponsorship consultants, Paralympics, Sponsorship, Synergy

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So, we’ve reached Day 14 of the Olympic Games with just the finale of the last weekend to go. It’s been an incredible few years building up to an almighty climax.

My role has seen me working at the centre of BMW Group’s London 2012 partnership over the past two and half years. It’s been fantastic and I’ll write more on the campaigns at a later date. For now I’ll focus on the Games more generally.

Of course there have been a million highlights, not least the fact Team GB have produced – if I had to isolate one thing that has driven the public’s passion, it’s surely the athletes’ performances. However, it’s not the only impact and the build-up has been vast. So, what have we learnt?

1. The public join late

After years of build-up, the nation were getting fatigued even before the Flame had been lit. But, as soon as the Torch began it’s merry way around the UK, Olympic passions were ignited.

2. Opening Ceremony

Danny Boyle created an intriguing and provoking show, celebrating the very best of British. Suddenly, a slow-burning flame turned into a fireball and the Games were well and truly alight.

3. Sport steals the show

Team GB started at a canter before ripping in to full throttle, and boy have they delivered. The last two weeks have created legends, as well as inaugurating a new generation of stars who will inspire the future of British sport. It’s the future that will be the key legacy discussion point after the Games and this is the open door for brands to step through. Many will try and only a few will prevail.

4. Brands build experiences

A lot has been documented about brands and their involvement in the Games. It’s clear the Games wouldn’t happen without partners’ support and the best brands have created some incredible touchpoints that have genuinely improved the experience, both in venues and across the UK. Look at the Live experiences, such as BA’s Park Live in the Olympic Park, BT’s London Live on Hyde Park and the live sites in major cities around the UK, being great examples. At a more intimate level, take a look at the mini MINIs, retrieving javelins, hammers and discuses in the Olympic Stadium, and just ask around for the number of people that want one. Brands play a huge role in the delivery of the games: financially, operationally and by adding creativity and experiences that help make the entire Olympic Movement in some way ‘better’.

5. London and the UK can do it

After years of question marks from the media and some members of the public, of course we delivered. Surely it was never in doubt. It’s been a mammoth task no doubt, but the greatest show on Earth just got even greater.

6. We found optimism

The biggest surprise to many is the surge in public pride and positive outlook that has swept the nation. I’ve been on the Tube with people talking, had people going out of the their way to help me and even seen security guards being friendly. Unheard of. The news agenda hasn’t just been dominated by sport, it has been just sport, which is massively refreshing…a small part of me is missing our sarcastic spirit, though.

7. Olympic Houses have been disappointing

Much was hyped about the experiences at the nations’ houses that have popped up all over London. I’ve managed to get to quite a few and despite the odd very good party, I’ve been pretty underwhelmed. The majority have that sterile airport lounge feel about them, with little in the way of culture or excitement. Of course, there is the odd exception, but maybe it’s because London is already blessed with art and culture from all corners of the globe? The Mayor and the GLA have done a fabulous job with different events, including projections and light sequences on many of London’s key landmarks, but I fear not enough people know about them.

Just some early reflections on what has been the best few weeks of my working life and…if Wales hadn’t won a Grand Slam recently, it could have been the best ever at a personal level too.

Enjoy the last few days and make the most of this time.

By Ben Wilkinson on August 10th, 2012

Tags: Default, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic Torch Relay, Rio 2016, Synergy, Synergy Loves

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By Bruno Scartozzoni and Guilherme Guimarae

Brazilians on Copacabana beach celebrate Rio winning the 2016 Games (AP/Silvia Izquierdo)

As well as the medals Brazil wins, we are naturally taking a big interest in London 2012 to see what we have to follow. We can’t deny, our heads are already in 2014 and 2016!

Brazilians are following London 2012 in a very new way. For the first time in recent history, the Olympics is not being broadcast by Rede Globo over free-to-air TV. For those not familiar with the Brazilian media landscape, Globo is one of the top 4 media conglomerates on the planet, known worldwide for the quality of its delivery. It has also been the dominant media channel in Brazil for decades, regularly attracting huge nightly audiences. Brazilians joke that if something isn’t news on Globo, then it isn’t news at all.

When the London 2012 broadcast rights in Brazil bid were tendered years ago, Rede Record made a daring move, outbidding Globo for the free-to-air TV exclusive rights. This was a huge development in media competition in Brazil, but it came with implications.

Some athletes and sports governing bodies have complained (some more, some less vocally) that, despite alternating in the audience rankings between 2nd and 3rd places, Record’s reach is far smaller than Globo’s. So, in practical terms, London 2012 became less valuable as a marketing platform, so it can be said there is actually less engagement (natural or forced) from the media, and the public, than is normally the case with the Olympics.

Before the Games, Rede Record tried to pacify stakeholders, promising a great broadcast. One week later Brazilians are engaging with the games, but not primarily via Record. On the first Sunday of London 2012, Record ranked only third among free-to-air channels in Sao Paulo with 1.1 million viewers, losing out to Globo, with 2 million, and also SBT, a more popular channel which is famous for importing Mexican soap operas, with 1.3 million. Terra’s free HD broadcast over the web is also helping Brazilians engage with the Games, especially during business hours.

In this scenario, brands are being challenged to create alternatives to enable consumers to engage with the Games. Step forward – social media!

Guilherme and Bruno are partners at Ativa Esporte, a Brazilian sports marketing consultancy which is Synergy’s partner in Brazil.

By Synergy on August 2nd, 2012

Tags: Brazil, Brazil 2014, Brazil 2014 Sponsorship, Brazil 2014 Sponsorship Consultants, Default, Football Sponsorship, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympic Torch Relay, Olympics, Rio 2016, Rio 2016 Sponsorship, Rio 2016 Sponsorship Consultants, Socialympics, Sponsorship, Sponsorship consultancy, Sponsorship consultants, Television, World Cup, World Cup Sponsorship, World Cup Sponsorship Consultants

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With Team GB’s first gold medals won, national attention is naturally focused on GB’s Olympians. So this seems like the perfect time to reveal our analysis of brands’ GB athlete endorsement strategies, and to unveil our latest Synergy infographic - Synfographic - to the purpose.

We’ve looked at a group of 45 brands using current and former Olympians and Paralympians. The group comprises:

- Global and domestic sponsors of London 2012

- Major GB sport sponsors which aren’t London 2012 sponsors

- Other non-sponsor brands leveraging athletes in their marcomms

This revealed a total of 404 individual agreements and, if taking into consideration athletes such as Jessica Ennis or Louis Smith who have multiple sponsorship deals, endorsement of 267 unique individuals.

It is worth noting that whilst we have factored in Lloyds TSB’s support of athletes across GB via the organisation’s Local Heroes programme, the figure of 404 agreements does not take these numbers into account. Similarly, neither do the figures quoted incorporate Visa’s sponsorship of the Team 2012 programme. Both these programmes are based on the brands creating or sponsoring group athlete support systems, whereas we wanted to analyse brands’ strategies for individual endorsements - brands that have taken on the challenge (and the risks) onus of selecting, contracting and activating individuals, many several years ago, as part of their London 2012 campaigns.

Risk versus reward: over half of the endorsed athletes have qualified for Team GB and Paralympics GB. 

Whilst you may not be surprised at the dominance of athletics amongst endorsees, the Synfographic does demonstrate that there’s a healthy range of sports sitting beyond the usual suspects, reflecting the diversity of the Olympics and Paralympics.

Men’s deals outnumber women’s by 234 to 170, but the two most popular individuals for sponsors are both women –  Victoria Pendleton and Jessica Ennis. The two most popular men? Louis Smith and Sir Chris Hoy.

Looking at the brands, it’s striking that the seven Tier 1 London 2012 partners are the heaviest endorsers, with 244 agreements in total, an average of 30 per partner, massively outnumbering any other sponsorship tier. Interestingly, non-sponsor brands are the next biggest endorsers, with 91 deals in total, despite the IOC Charter’s Rule 40 restricting leverage of these individuals during Games-time, which has recently been challenged by several US athletes.

One of the major successes in terms of athlete selection has been BMW’s London 2012 Performance Team*. This is a programme that began with the BMW UK’s central sponsorship of 27 athletes, both past and present, and evolved into a dealer-by-dealer support system for local London 2012 hopefuls. The result: BMW and MINI athletes now form 11% of the entirety of Team GB.

The main questions now are which sponsor has backed the most winners, and who’ll be the post-Games winners in the endorsement stakes. After yesterday’s heroics and today’s headlines, Bradley Wiggins is sure to be at the forefront. Let’s hope that Team GB and Paralympics GB produce many more over the next month or so.

* Full disclosure: Synergy is BMW UK’s London 2012 agency

By Jonathan Izzard on August 2nd, 2012

Tags: BMW, BOA, Default, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Rio 2016, Rio 2016 Sponsorship, Rio 2016 Sponsorship Consultants, Social Media, Sponsorship, Sponsorship consultancy, Sponsorship consultants, Sport, Synergy, Synfographic, Team GB

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The Jubilee provided food for thought for some of the key trends to watch during the Olympics – or the Jubilympics, as Twenty Twelve‘s sublime Siobhan Sharpe would of course describe it.

1. London 2012 Will Evolve Britain and Britishness

As I predicted back in January, the story of how Britain re-defines itself and what it means to be British under the global spotlight has been and will continue to be a key trend all year. As I write this, Ed Miliband’s speech about Englishness is making waves. Back in March we had the decidedly mixed reaction to Stella McCartney’s Team GB kit designs for adidas, which of course wasn’t a debate about design but about identity. The Jubilee was always going to be a landmark moment in this story, celebrating Britain at its most traditional. We can of course expect more of the same come Games Time, but watch out too for how the Games showcases more modern and diverse aspects of Britain, and how this evolves ’Britishness’ – both for ourselves, and for the world.

2.  Reflecting The Mood of the Nation Is Vital For Sponsors & Broadcasters

The ability to accurately reflect and leverage the mood of the nation at Games Time is vital to, in particular, the Games’ sponsors (especially the consumer brands) and to its host broadcaster. Get it right, and the overall campaign finishes with a halo and on a high. Get it wrong and – well, you end up with Fearne Cotton and Paloma Faith talking about sick bags featuring the Queen’s face.

3. It Might Rain. In Fact It Probably Will.

Outside of the host country, most Games are only remembered for two or three things at most. Example: Vancouver 2010. If you’re British, I suspect you’ll remember it for some or all of these three things: Amy Williams’ gold medal; the tragic death of Nodar Kumaritashvili; and the fact that it didn’t snow.

It rained – a lot – during the Jubilee long weekend. Let’s hope it doesn’t – too much – during the Games.

4. How Will It Look & How Will We Feel About It?

For better or worse, one of the defining images of the Jubilee was of course the Union Jack. It wasn’t subtle, but it was everywhere.

London 2012 of course has its own version, which differs markedly to the rest of the 2012 visual identity

A defining image of every Olympics in the modern era for the host country is the ‘look and feel’ of the host city at Games time. I’ll be very interested to see how London 2012 renders its visual identity onto London and the country during the Games, if and how consumers adopt and adapt it to their own purposes, and how this ultimately affects the legacy perception of what of course began life as a deeply unpopular logo.

5. Show Me (Don’t Tell Me)

I’ve written before about how well - in striking contrast to the World Cup – the Olympics leverages the suspense of which acts will be playing at the Opening and Closing Ceremonies.

In this respect I thought it was a shame that after the Diamond Jubilee concert Sir Paul McCartney chose to reveal that he would be, as he put it, “closing the opening” of London 2012.

That aside, watching the highlights of the Diamond Jubilee concert, and hearing people talk about it the next day, it struck me again how important ’the show’ – the Opening and Closing Ceremonies, and all the accompanying concerts -is going to be to people’s experience and memory of the Games, not least (picking up on my point above about Britishness) in shaping both Britain and the world’s impressions of what it is to be British.

And on that note, let’s hope that, come July 27, we can do a bit better than this.

6. Expect More Projection Mapping

Unquestionably the big hit of the Diamond Jubilee concert was Madness playing on the roof of Buckingham Palace, which was memorably transformed by some brilliant projection mapping.

Although projection mapping has been out there for a couple of years, this was the first experience of it for most UK consumers who were evidently wowed. Good news for them, because I happen to know that there’s a lot more of the same coming during Games Time.

By Tim Crow on June 7th, 2012

Tags: BBC, Brand marketing, Content, Default, Design, Diamond Jubilee, Digital marketing, Experiential marketing, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Music, Olympic sponsorship, Olympic sponsorship consultants, Team GB, Television, Vancouver 2010, Winter Olympics

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February saw us launch a major new campaign for BMW as part of our integrated work with the EngineDare team: an incredible series of short documentaries that celebrate BMW’s partnership with London 2012.

Synergy has been integral to the project since its inception, leading athlete and rights management and playing a central role in marketing integration; Engine’s creative experts WCRS created the films in partnership with leading British documentary directors and four of Great Britain’s finest athletes; and our friends at Dare built a YouTube channel to house the content.

On this project we have had the good fortune to work with exciting UK directorial talent, including BAFTA award-winning Asif Kapadia of ‘Senna’ fame,  Richard D’Argues – creator of TT3D ‘Closer to the Edge’ – and ‘Fire in Babylon’ director Stevan Riley, to explore what it takes to takes to deliver ‘The Ultimate Performance’ on the world stage.

Each of the four films focuses on an athlete from the BMW London 2012 Performance Team, and is a unique insight into the parallels between BMW’s design, engineering and product expertise and the dedication of a world-class athlete.  The films will be seeded over a four-week period on YouTube.

The first film to launch, ‘Man and Machine’, is a documentary by Yannakis Jones on the Paralympian David Weir and his relationship with his wheelchair. It explores how David needs to connect seamlessly with his chair to deliver his ultimate performance. At the same time it shows how the connection between the driver and the car is also central to BMW in delivering the ultimate driving experience.

The second video to be released features Olympic gymnast Louis Smith and the design team for the new BMW i8. This documentary is entitled ‘Form and Function’ and explores the similarities that exist between an elite athlete and a BMW designer who are both in search of perfection. The video offers an insight into how world-class performance in any discipline is driven by dedication and passion.

By Ben Wilkinson on February 24th, 2012

Tags: BMW, BOA, Branded content, Consultancy, Content, Digital marketing, Event management consultants, Event management service, Experiential marketing, Film, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Sponsorship, Sport, Synergy, Synopsis, Team GB, YouTube

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I was in Auckland with the British and Irish Lions when London was awarded the 2012 Olympic Games. Very excited, my first thought was ‘how can I get involved’?

Roll on two years and my excitement grew when I filled in my volunteer form. After working at Synergy for nearly 30 years and with an employment history of running media offices in a number of different sports, I assumed – wrongly as it turned out – that I would be an ideal volunteer to work in one of the many media centres.

Over the next nine months I continued to receive emails from the LOCOG Games Maker programme saying I hadn’t been forgotten but on the other hand I hadn’t been chosen…

Suddenly, three weeks ago, I received an email saying my application had been reconsidered and could I come in for an interview – not for the media centre but instead the Spectator Entry Team!  Still keen to be involved, I rang up and booked my interview time.

So it was that last Friday I found myself heading towards LOCOG’s offices in Canary Wharf to attend my interview.  A group of us sat waiting – about 12 in total – representing a cross-section of London society.

Escorted to the office, the group was full of questions and we were given an outline of the role for which we were being interviewed – in short, we would be ambassadors outside the venues helping spectators with information and also ‘providing entertainment’ if the security queues got too long.  Not quite sure what he meant by that, but it certainly was a worry when we were told that it might take an hour and half to get through security into the venue…it might need a little bit more than us entertaining them with that wait!

We moved on to have our ID checked and our photo taken – in case we are chosen – and were then taken into a holding area full of information about 2012.

Next stop a cinema to watch a short film on the programme – with sweets provided by a nice man from Cadbury and clear mention of our training was being provided by McDonald’s – which constituted a very funny to camera piece from Eddie Izzard. Then the interview…

The interviewer assured us that this would be very informal, asking us the following questions: what is your favourite Olympic memory (I chose Steve Redgrave winning his fifth Gold medal); why do you think you can do the role (given that we had only been told what it was 10 minutes earlier, there was a need to think quickly); how many days can you commit to, etc.

My favourite Olympic memory

With the interview over, we headed down towards the Tube, and I discovered that I was not the only person that hadn’t been selected when their experience might be best-suited…there was a doctor (who had ticked the ‘Medical’ box) and two other media officers (who had ticked the ‘Media’ box).  Most interestingly there was the guy who had researched Boris Johnson’s background for ‘Who do you think you are?’ – I am not sure which box he’d ticked though!

So I am now waiting to see whether I have been chosen and if so to which venue…perhaps it will be Lord’s which is only five minutes from my house and I know like the back of my hand having worked there for various sponsors over the past 20 years – just please don’t  give me Wembley!

Stay tuned for the next update…

By Synergy on November 18th, 2011

Tags: Default, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Sponsorship, Sport, Synergy, Team GB

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We all know the Olympic Games is coming to town. It’s getting closer and the clock is ticking, will we cope? Will the London Tube system handle all the extra people? How many medals will Team GB win? Anyone fancy a legacy? Will it make kids thin again? All those words are echoing around the UK media. I don’t have the answers.

But what I can explore is a new view, certainly to me anyway, as I’ve only had it about 5 minutes. London 2012 represents many things and has many hot topics, not least the L-word: Legacy. Defined as anything you want it to be, depending upon who you’re talking to, so I may as well chuck my own legacy-hat in the Olympic Ring…

Welcome to the world of collaboration

In marketing, we often discuss new platforms, will it be Facebook, Twitter, an app or something more traditional? But whilst all these platforms (and many more) have a huge role to play in the future for sponsorship, it’s finding better and more interesting ways to work together that will define the next generation of our industry. How will we combine the creativity and know-how across the marketing industry and beyond, to create truer forms of engagement and understanding?

What does this all mean for the Games?

For me, this is indeed the opportunity that smacks us in the face. I’m privileged to work for Engine, a place designed to create, embrace and accelerate the fast-changing collaboration process, which we leverage across all kinds of brands and all kinds of projects and campaigns. But London 2012 will, and is, enabling all types of cross-functional working, taking down barriers to make the best of British talent. Look at the architectural brilliance of the venues, the undeniably efficient construction projects, or how government and other public bodies are finding ways to work together towards a single goal.

We have the world’s biggest sporting event, in one of the most creative, digitally-savvy and energetic cities on the planet; I’m pretty sure an opportunity like this is rare. True, lots of us realise it’s coming and are grinding away to try and deliver something of marketing genius. Some of us certainly will.

But the opportunity to create truly integrated working — when we merge brains, disciplines or even industries — will have by far and away the biggest impact and lasting legacy on our industry. At least it certainly should do.

I believe we do ‘forced change’ particularly well in the UK. Take the recent and awful riots across London and other UK cities. It was something that no one anticipated or wanted to see, and yet, we’re already seeing huge change programmes implemented, from the top of government to tiny communities projects. Knee-jerk probably, but very much needed too. Change is vital to ensure these challenges are addressed, to give young people the opportunities they deserve to take a grip of their own futures.

In a very different way, the Games provides a similar vehicle to force change, the immovable deadline of London 2012 creates the pressure and dynamic environment to really make things happen. Decisions, teamwork, integration — none of these are optional and they have to happen, and quickly, to make certain the Games can be deserving of its title — the greatest show on earth. I say, embrace change, collaboration, integration — all of it.

Collaboration is a wonderful thing but, much like the old legacy word, it’s a very easy thing to say, much more difficult to put in practice. Our ongoing challenge is to continually challenge ourselves, to work together to make the cleverest, most creative and most integrated campaigns ever. Then afterwards? Keep on doing it, of course.

Not reading anything new? I completely agree, this thinking has been around for a long time. But — and it’s a big but — there’s a massive difference between thinking and doing. In the words of the most famous Olympic ambusher…

By Ben Wilkinson on August 26th, 2011

Tags: London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Sponsorship, Sponsorship consultancy, Synergy

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May 10th 2011. As the rest of the nation settled down to the new series of The Apprentice, switched on SKY Sports to watch Manchester City destroy Tottenham’s season, or celebrated the anniversary of Nelson Mandela’s inauguration as President of South Africa, over fourty of INSEAD’s finest alumni gathered at Engine to discuss another momentous moment in our lifetime – the Olympic Games and Paralympic Games. Hosted by our very own INSEAD graduate and Direct of Consulting – Carsten Thode – the Synergy ‘Get Ready for 2012’ seminar garnered insight from a selection London 2012 partners.

The premise of the event was simple – the Olympic Games and Paralympic Games in London are going to be transformative for many UK businesses, with unprecedented impact on their industries, sectors, customers and staff. With just over a year to go before the Games, what can we learn from the people who have been planning and preparing for that moment for as long as Boris?

Representing the sponsors – Richard Hudson, Marketing Director, BMW UK, a Tier 1 sponsor of the London 2012 Olympic and Paralympic Games, and Jat Sahota, Head of Sponsorship at Sainsburys, which negotiated a ground-breaking deal to become the first ever Paralympics-only sponsor. For the broadcasting community – Edouard Benroubi Business Manager at the BBC and the man responsible for the technical implementation of BBC’s London 2012 Olympic Games coverage, and tasked with delivering this aspiration – to broadcast every minute of every sport live via every platform. No pressure there then.

So what did we learn? Well, Chatham House rules applied but in case anyone was wondering about the enormity of the opportunity, and challenge, that hosting the Olympics presents, consider the following:

So, feeling ready for 2012?

By Synergy on May 18th, 2011

Tags: London 2012, London 2012 sponsorship consultants, Olympic sponsorship, Olympics, Sponsorship, Sponsorship consultancy, Sponsorship consultants, Synergy, Synopsis

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