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OLYMPIC REVIEW 49OLYMPIC SPONSORSHIPLeft The Olympic brand resonates with people of all ages and cultures across the globe When the eyes of the world fall on London this summer for the 2012 Olympic Games, they will be focused on the performances of the planet's best athletes. But behind the scenes, the support and expertise of the Olympic Movement's elite band of Official Worldwide Partners will be ensuring that the Games run as smoothly and efficiently as possible - and that the athletes are able to participate at the Games in the first place.According to IOC President Jacques Rogge, the importance of the 11 global companies who make up The Olympic Partners (TOP) programme cannot be underestimated."Without the support of the business community, without its technology, expertise, people, services, products, telecommunications, its financing - the Olympic Games could not and cannot happen," says Rogge. "Without this support, the athletes cannot compete and achieve their very best in the world's greatest sporting event."The TOP programme was introduced in 1985 and has since provided a major source of revenue for the Olympic Movement. This income is distributed directly to each of the 204 National Olympic Committees around the world, who use it to develop and support their athletes, enabling them to send a team to the Games. The programme has proven essential to the IOC's vision of "universality" with athletes competing at the Olympic Games from around the world.But the TOP programme is about more than just money. The Worldwide Olympic Partners also play an integral role in the actual staging of the Games themselves, contributing products, services and expertise. It is this operational support that makes the Partners so valuable to the Games, and the Olympic Movement as a whole, according to Gerhard Heiberg, Chairman of the IOC Marketing Commission."Without our sponsors, the Olympic Games would not be what they are today," he says. "The Partners' support allows more athletes from more countries to compete in the Games, and they deliver the services and resources that are the driving force of the Olympic Movement."Unlike other sports sponsorship agreements, the Partners are not able to advertise their association in the Olympic stadia due to the IOC's "clean venue" policy, which ensures that no corporate branding is visible during the Games. The Partners must therefore come up with innovative ways to leverage their association with the Games, which Timo Lumme, Managing Director of IOC Television & Marketing Services, believes is one of the reasons that makes Olympic sponsorship so valued."The sheer variety and creativity of the initiatives employed by our partners is staggering," he says. "You can't be an Olympic sponsor by being passive. It is always a dynamic process and that dynamism has kept the Games on the leading edge of marketing."As the start of the Games draws closer, one thing is clear - London 2012 will demonstrate once again the importance of the Worldwide Olympic Partners."Without our sponsors, the Olympic Games would not be what they are today" Gerhard Heiberg, Chairman of the IOC Marketing Commission

50 OLYMPIC REVIEW OLYMPIC SPONSORSHIPCoca-ColaInspired by the sounds, spirit and culture of the host city of London, Coca-Cola's innovative Move to the Beat promotional campaign will help bring young people closer to the Olympic Games through music. The global campaign, which will be activated across multiple platforms, features an uplifting anthem created by GRAMMY award-winning producer Mark Ronson and chart-topping vocalist Katy B, which fuses the sounds of Olympic sports with the beat of London music. Coca-Cola is also an offi cial Presenting Partner of the Olympic Torch Relay, marking the eighth time the company has taken on the role. During London 2012, Coca-Cola will also offer the widest range of drinks and sizes ever offered at an Olympic Games, with 75% of the drinks served being low or no-calorie options. At all London 2012 venues, packaged Coca-Cola products will be served in 100% recyclable plastic bottles and every bottle recycled at the venues will be made into a new bottle, which will be back on shelves within six weeks. In addition, Coca-Cola, Diet Coke and Coke Zero drinks will be served in PlantBottle packaging, which uses up to 30% plant-based material.'s diversifi ed industry-leading portfolio of specialty chemical, advanced materials, agro-sciences and plastics businesses will provide a broad range of technology-based products and solutions to the Games. These include insulation for roofi ng and fl ooring at several venues, including the Olympic Stadium and Olympic Village, the International Broadcast and Main Press Centre (IBC/MPC), the Copper Box (handball, modern pentathlon) and artifi cial turf for the hockey fi eld. Dow will also produce a sustainable, fabric wrap that will encircle the Olympic Stadium during the Games. The wrap will comprise 336 individual panels - each approximately 25 metres high and 2.5 metres wide - and will help the stadium become the visual centrepiece of the London 2012 Games. PC infrastructure provided by Acer to power the Games covers the entire Olympic complex, with 13,000 computers and 900 servers being deployed to serve the numerous venues, including the Technology Operations Centre (TOC) and the Media Centre, as well as the Olympic Village and all competition venues. Acer is also providing ground support with more than 350 Acer technicians and managers on hand at the Olympic venues, ensuring that all Acer equipment runs smoothly, and will create four PC Lounges to provide internet access for both the media and athletes. During the Games, Acer will also run an 800 square metres interactive showcase in the Olympic Park. will design, build and secure the multiple IT systems needed during the Games, as well as managing and integrating the contributions of all the technology partners to deliver seamless results to the world. For London 2012, Atos expects to process 30% more results data than during Beijing 2008, ensuring the world's media meets the increasing demand of fans for information as it happens. The Atos Remote Commentator Information System (CIS) covers all 26 sports, enabling broadcasters to cover more sports more cost effectively from London and from their home studios in order to provide TV viewers at home with better coverage of the London 2012 Games. will provide essential equipment to effi ciently generate, distribute and measure power during the Games, as well as illuminate venues and the Olympic Park. There will be GE equipment in all sporting and non-sporting venues, including the Olympic Village, and three Jenbacher CHP engines will be used in the Energy Centres to provide power, heating and a cooling system across the Park. GE Jenbacher co-generation technology will be used to power the Games and the 10 MW project is a cornerstone of London 2012's goals to increase the use of alternative energy, water conservation and recycling strategies. GE is also equipping the Polyclinic in the Olympic Village, where athletes will have access to best-in-class digital imaging including MRI, CT, X-Ray and Ultrasound allowing the diagnosis of even the smallest strains and sprains. Worldwide Olympic PartnersWe take a quick look at what each of the 11 Worldwide Olympic Partners are doing for the London 2012 Olympic Games