London 2012 Puts Faith in the Power of Branding

[Fiona]

Mike Power, the chief operating officer, of the organising committee for the 2012 Olympics in London, has stressed the importance of getting the branding right in order to attract sponsors for the event.

Last week, the International Olympic Committee presented the London organisers with a timetable of deadlines to ensure that preparations for the games run on schedule.

Next year’s brief is to agree a marketing and sponsorship plan with the IOC, begin the design of a logo, establish a budget and assess transport requirements.

Speaking at UK Trade & Investment’s 2005 Global Sports Infrastructure Conference, Goodwin said: ‘Our next big task is to acquire sponsorship. A brand logo and image are being developed and will be launched next summer, or maybe early September. People ask why it will take so long but getting the brand right is the most important thing.’

The organisers are aiming to raise £500 million ($860 million) from sponsorship, which will go towards the operating budget for the 2012 Olympics and are working on a structure and strategy to attract

The IOC wants plans for sports venues and accommodation facilities to be finalised in 2007 and construction is expected to begin in 2008.

Power said that venues will be designed with a legacy in mind so that they have a use long after the 2012 games are over.

There has been criticism of the organisers of last year’s Athens Olympics for their failure to put in place post-games plans for venues, many of which lie deserted and unused.

Power said: ‘We must make sure we don’t make the same mistakes as Athens. What is built needs to be built for a purpose, not for artistic reasons. When an athlete dives into the pool, they won’t care what the building looks like. When choices need to be made we will not compromise with the athletes.’

A shortlist of three names for the role of chief executive of the organising committee for the 2012 Olympics was set to be drawn up today by Sebastian Coe, the committee’s chairman, and his deputy Keith Mills.

Two names that are in the frame to make the final shortlist, which has already been pared down from 12 to six candidates, are Dianne Thompson, chief executive of Camelot, the National Lottery operator, and Digby Jones, the retiring director general of employers’ organisation the Confederation of British Industry, according to the Daily Telegraph newspaper.

However, Thompson has pledged to remain at Camelot until the award of a new contract in 2007, when the operator hopes to win a third successive term. It is thought that talks have taken place over the possibility of Thompson doing both jobs, given that the role will be relatively low-key until the construction of the Olympic facilities – which is under the control of the Olympic Delivery Authority - is under way.

The name of the winning candidate is likely to be announced shortly before Christmas.

Meanwhile, the contract to run trains for a new Integrated Kent franchise, which will include trains to and from the main Olympic site in east London, was today awarded to GoVia, a joint venture between rail and bus operator Go-Ahead and the French transport group Keolis.

Sportcal.com