This weekend the world witnessed the kick-off to the London 2012 Olympic Games. With Danny Boyle’s Opening Ceremony drawing in over 1 billion viewers worldwide, it’s no wonder London 2012 is host to some of the largest corporate sponsorships on record.
The rules and regulations around Olympic sponsorship, however, are as fierce as the Games themselves. Since 1984, the International Olympic Committee (IOC) has regulated corporate sponsorship by developing a competitive scheme which offers exclusive advertising rights at premium rates. This year, the corporations who’ve won the bid to these exclusive rights fall into four categories of brand sponsorship.
The first and most prestigious sponsorship category belongs to the Worldwide Olympic Partners, who together, constitute The Olympic Partnership (TOP) Programme. At the London 2012 Games, the corporations which fall under this category include: Coca-Cola, Acer, Atos, Dow, GE, McDonalds, Omega, Samsung, P&G, Panasonic, and Visa(see campaign shots below). TOP partners tend to be multi-national corporations whose advertising campaigns are targeted at international audiences. To advertise at London 2012, these companies have invested a combined total of £704m (around $1.1bn CAD – that’s $100m CAD each!), which they’ve paid into the IOC’s Olympic budget. In return, TOP sponsors receive exclusive monopoly rights to advertise their companies in and around London 2012 venues and to affiliate their products with the greatness of the Games.
The second group of Olympic sponsors are known as London 2012 Olympic Partners. This year, companies such as Adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB have earned a place in this tier by partnering with the London Organisation Committee of the Olympic Games (LOCOG) through unique sponsorship deals. The combined total of these deals at London 2012 is an estimated £500m ($786.9m).
The rest of Games supporters fall into one of two final sponsorship tiers. This year, there are seven companies who have invested approximately £40 m ($63m) each to be classified as a London 2012 Olympic Supporter. They include: Adecco, Arcelor Mittal, Cadbury, Cisco, Deloitte., Thomas Cook, and UPS. And finally, there are over two-dozen London 2012 Olympic Providers and Suppliers who have each paid a £10m ($15.7m) price tag to secure an official ‘provider’ or ‘supplier’ title at London 2012. (For a full view of the London 2012 Olympic Providers and Suppliers, visit the official London 2012 site).
With this much invested in the London 2012 already, this year’s Games sponsors are sure to activate some exceptionally stimulating and creative brand campaigns over the coming weeks. So to see who takes home the gold, stay tuned as ClarkHuot/Cocoon continue its design coverage of the London 2012 Olympic Games.
To read more about the London 2012 sponsorship programme, visit:
There are some good looking letterforms being developed for the Rio 2016 Olympic Games. Below is a write-up from the Rio 2016 website on the thinking behind the typeface and the process in which they’re being created.
“The design of the Rio 2016™ font depicts the essence of the Olympic and Paralympic emblems: Passion and Transformation. The boldness of this creation is not only in the design, but also in its importance for the design market in Brazil. The Rio 2016™ font is one of only a few bespoke fonts created by a Brazilian team.
Each letter expresses a characteristic of the Rio 2016™ Games, its people and the city. The letters are written in single continuous strokes, with fast and fluid motions, suggesting the movements of the athletes in action. The strong contrast between thick and thin strokes was explored during the design process by putting brush to paper and writing by hand. The variety of the curves in the different letters has a unique informality, inspired by the joyfulness of the Brazilian people.”
Ptch is a new social media service now available in the App Store, and what is said to be an Instagram-esque platform for videos. The service allows you to combine your videos, pictures, Instagram shots, and music into montages directly on your phone. You then share your creation through Facebook, Twitter, Tumblr, Google+ Instagram, and Viddy. It seems interesting, but we shall see how it fares upon the unforgiving seas of the cyber.