IOC Marketing: Media Guide. London 2012

Transcription

1 IOC Marketing: Media Guide London 2012

2 EVERY IS MADE POSSIBLE I BY YOU. A specia thanks to our partners for making every moment possibe. IOC 2011 The Wordwide Oympic Partners oympic.org

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4 IOC Marketing: Media Guide / 4 Oympic Marketing Overview 05 The Oympic Brand 07 Oympic Broadcasting & Digita Media 11 Oympic Sponsorship 17 Licensing 47 Ticketing 51 Protecting the Oympic Brand 55 Media Contacts 59 The financia figures contained in this document are provided for genera information purposes, are estimates and are not intended to represent forma accounting reports of the IOC, the Organising Committees for the Oympic Games (OCOGs) or other organisations within the Oympic Movement. For further information, visit MARKETING-FACT-FILE-2012.pdf

5 5 / IOC Marketing: Media Guide Oympic Marketing Overview Recenty, we have witnessed exceptiona Oympic Games in both Beijing and Vancouver, which not ony broke sporting records, but aso set new standards in terms of audience figures and commercia support for the Oympic Movement. As the Oympic marketing programmes continue to grow and deveop, they ensure the future viabiity of the Games and provide essentia support not ony for the Oympic Games, but aso for the Oympic Movement and the Oympic athetes. Gerhard Heiberg, IOC Marketing Commission Chairman At a Gance The main objective of the Oympic Marketing Programme is to ensure the independent financia stabiity of the Oympic Movement Revenue is generated through severa major programmes, incuding the sae of broadcast rights and sponsorship Over 90% of revenue generated is distributed to organisations within the Oympic Movement

6 IOC Marketing: Media Guide / 6 With the abiity to attract a goba audience of biions, the Oympic Games provide one of the most effective internationa marketing patforms in the word. By using the unique patform provided by the Games, the Oympic Marketing Programme pays an integra roe in the promotion, financia security and stabiity of the Oympic Movement. The IOC s marketing partners have therefore become vaued members of the Oympic Famiy. Objectives of the Oympic Marketing Programme The main objective of the Oympic Marketing Programme is to ensure the independent financia stabiity of the Oympic Movement. By creating ong-term marketing programmes, the future of both the Oympic Movement and the Oympic Games are ensured, with the revenue generated distributed equitaby throughout the entire Oympic Movement. The Oympic Marketing Programme aso ensures that the Oympic Games can be experienced by the maximum number of peope throughout the word, principay via broadcast to teevision and digita media patforms, and that the equity that is inherent in the Oympic image and idea is protected. Oympic Revenue Sources There are severa major programmes through which the IOC generates revenue for the Oympic Movement. The IOC manages the sae of broadcast rights, The Oympic Partners (TOP) wordwide sponsorship programme and the IOC officia suppier and icensing programme. Under the direction of the IOC, the Organising Committees for the Oympic Games (OCOGs) manage domestic sponsorship, ticketing and icensing programmes within the host country. Oympic Marketing Revenue Source Broadcast $3.914bn TOP Programme $957m For Domestic Sponsorship, Ticketing, Licensing and other OCOG-generated revenue sources, pease contact LOCOG (detais on p59). Nationa Oympic Committees (NOCs) aso manage their own commercia sponsorship programmes, granting Oympic marketing rights within the NOC country or territory ony, in categories that do not compete with the TOP partners. These oca sponsorship programmes support their sports deveopment activities and Oympic teams, in addition to the support provided by the TOP Programme. Revenue Distribution The IOC distributes over 90% of Oympic marketing revenue to organisations within the Oympic Movement. These incude the 204 NOCs, their Oympic teams and athetes, the OCOGs and the Internationa Federations (IFs) of the various Oympic sports. These funds hep support the staging of the Oympic Games and promote the deveopment of sport around the word. The IOC retains ess than 10% of Oympic marketing revenue to cover the operationa and administrative costs of governing the Oympic Movement. For more information about the Oympic marketing programmes, pease read the IOC s Marketing Fact Fie ( MARKETING-FACT-FILE-2012.pdf).

7 7 / IOC Marketing: Media Guide The Oympic Brand The Oympic symbo, seen by biions of peope during each edition of the Oympic Games, is present every day around the gobe via the Nationa Oympic Committees and other numerous associations. It has grown to become one of the word s most recognised brands, serving as a visua ambassador for the Oympic Movement. Jacques Rogge, IOC President At a Gance The Oympic rings are the visua representation of Oympism and are one of the most widey recognised symbos in the word The Oympic brand forms the foundation of the Oympic marketing programme Each Oympic host city aso creates a unique brand for their Games

8 IOC Marketing: Media Guide / 8 The Oympic rings, which are one of the most widey recognised symbos in the word, are the visua representation of the Oympic brand and embody the vision, mission, vaues and working principes of the Oympic Movement. The Oympic vaues of Exceence, Friendship and Respect are at the core of the Oympic brand and are based on the Fundamenta Principes of Oympism, which were estabished more than a century ago in The Oympic Charter. These positive universa vaues give the Oympic brand a powerfu, emotive and unique identity that transcends sport and resonates strongy with peope of a ages and cutures from a over the word. Indeed, according to IOC research conducted in 2008, 96% of peope gobay can correcty identify them. The enduring strength of the Oympic brand is the foundation of the Oympic marketing programme, which attracts commercia partners that are eager to aign their own brands with the vaues of Oympism. The London 2012 Brand This is a truy innovative brand ogo that graphicay captures the essence of the London 2012 Oympic Games namey to inspire young peope around the word through sport and the Oympic vaues. Each edition of the Oympic Games brings its own favour and touch to what is now we over a century of modern Oympic history; the brand aunched today by London 2012 is, I beieve, an eary indication of the dynamism, modernity and incusiveness with which London 2012 wi eave its Oympic mark. Jacques Rogge, IOC President The London 2012 brand is based around the Games officia embem, which was unveied in The unique design is based on the number 2012 the year of the Games and aso incudes the Oympic rings and the name of the host city, London. The embem is dynamic, modern and fexibe, refecting a brand savvy word where peope, especiay young peope, no onger reate to static ogos but respond to a dynamic brand that works with new technoogy and across traditiona and new media networks. It has become London 2012 s visua icon, instanty recognisabe amongst a age groups, a around the word, and has been adapted to adopt a number of different coour schemes, incuding those of the officia partners. The brand s abiity to appea to young peope is aso refected in the officia motto for the Games Inspire a Generation which represents the promise made by the Organising Committee when London won the bid for the Games.

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10 IOC Marketing: Media Guide / 10 Mascots Wenock, the officia mascot of the London 2012 Oympic Games, and Mandevie, the officia mascot of the 2012 Paraympics, were unveied to the word in They were created to hep connect young peope, particuary chidren, with the Games and have since starred in four CGI animated fims, designed to encourage young peope to take up sport and to inspire the next generation. Chidren s author Michae Morpurgo wrote a story to iustrate how Wenock and Mandevie were created from the ast drops of stee eft over from the construction of the fina support girder for the Oympic Stadium. An animated fim, based on this story, shows how the figures were brought to ife and are abe to refect and adapt to their surroundings, changing their appearance depending on the situation. The mascots names refect the UK s rich Oympic and Paraympic histories. Wenock is named after the Shropshire viage of Much Wenock, where the Wenock Games were one of the inspirations that ed Baron Pierre de Coubertin, the founder of the modern Oympic Movement, to create the Oympic Games. Mandevie, meanwhie, is named after Stoke Mandevie hospita in Buckinghamshire the birthpace of the Paraympic Games. Sport Pictograms The London 2012 pictograms were deveoped in consutation with each Internationa Sporting Federation and have been designed to be vibrant and accurate depictions of each sporting discipine. They wi come in two different formats a sihouette version for standard use and a dynamic version inspired by the connectivity of the London Underground map, which wi be used on merchandise, posters, sign posts and wayfinding materias. Oympic Torch The trianguar form of the 80cm Torch has been inspired by the three Oympic vaues of respect, exceence and friendship, the three words that make the Oympic motto faster, higher, stronger and the fact that London has hosted the Oympic Games three times, in 1908, 1948 and The Torch is perforated by 8,000 circes, which represent the inspirationa stories of the 8,000 Torchbearers who wi carry the Oympic Fame during the London 2012 Oympic Torch Reay. Medas The god, siver and bronze medas, which were designed by British artist David Watkins, are 85mm in diameter and 7mm thick, weighing between 375g and 400g. The front of the medas features the traditiona image of the Greek Goddess of Victory, Nike, stepping out of the Parthenon to arrive in the Host City, whie the reverse features an abstract design with the London 2012 ogo at its centre, as a metaphor for the modern city. The design aso incudes a ribbon, representing London s River Thames, and an interocking grid pattern that radiates from the centre and pus the design together, giving it a sense of outreach, whie aso representing the achievements and efforts of Oympic athetes. A square, which encases and baances the design, opposes the circuar shape of the medas and emphasises its focus on the centre, reinforcing the sense of pace, as in a map inset.

11 11 / IOC Marketing: Media Guide Oympic Broadcasting & Digita Media Our primary broadcasting objective has aways been to ensure that as many viewers as possibe are abe to experience the Games. With that in mind, coverage of each Games has been made avaiabe to an increasing number of countries and territories around the word. Timo Lumme, Managing Director, IOC Teevision & Marketing Services At a Gance Potentia goba audience of 4.8bn 5,600 hours of broadcast feed made avaiabe to Rights Hoding Broadcasters 13,000 accredited Rights Hoding Broadcast personne The Games wi be broadcast to more than 200 countries/territories First ever ive 3D coverage of the Games, with approximatey 230 hours of 3D coverage due to be produced by Oympic Broadcasting Services (OBS) This is the first Summer Games at which OBS wi act as the soe Host Broadcaster

12 IOC Marketing: Media Guide / 12 Broadcasting the Oympic Games As the owner of the broadcast rights for the Oympic Games, the IOC is responsibe for granting the teevision, radio, mobie and internet broadcasting rights to media companies around the word and ensuring that the Games have the widest possibe goba audience. In pursuit of that goa, teevision coverage has become the singe argest factor in the growth of the Oympic Games around the word, ever since the 1948 Games in London became the first to be broadcast into homes. In 1948, the Oympic broadcast was restricted to a 50-mie radius around London with 500,000 viewers a day watching a tota of 64 hours coverage. Now, 64 years on, the London 2012 Oympic Games are expected to reach an estimated potentia goba audience of 4.8 biion peope, with the tota amount of coverage broadcast by the Rights Hoding Broadcasters expected to exceed the 61,000 hours broadcast during Beijing The London 2012 Broadcast Utimatey, we beieve this production of the first ive 3D Oympic Games wi make the London 2012 Oympic Games one of the most significant in the history of broadcasting technoogy. Manoo Romero, CEO, Oympic Broadcasting Services London 2012 wi herad a new era in Oympic broadcasting, with the introduction of ive 3D coverage for the first time in the history of the Games. The immersive 3D coverage wi incude both the Opening and Cosing Ceremonies, as we as athetics, gymnastics, swimming and diving events. In tota, more than 230 hours of 3D coverage wi be made avaiabe to Rights Hoding Broadcasters (RHBs). The London 2012 broadcast wi aso reach more viewers in more countries than ever before, with a potentia goba audience of 4.8 biion peope in more than 200 countries/territories. The Host Broadcaster, Oympic Broadcasting Services (OBS), wi aso produce more coverage than ever before, with a tota of 5,600 hours being produced, compared to 5,000 hours for the Beijing 2008 Oympic Games. Digita Media Digita coverage of the Games came of age during Beijing 2008 and, four years on, ooks set to pay a bigger roe than ever before in bringing the Oympic experience to viewers around the word. London 2012 is expected to attract more digita viewers than ever before, with more coverage avaiabe across more patforms than any other Games in history. For the first time ever, the IOC wi broadcast ive Oympic Games content on its YouTube channe ( in 64 territories in Asia and Sub- Saharan Africa, with on-demand coverage aso avaiabe. Esewhere, ive and on-demand Internet and mobie coverage wi be provided by the Rights Hoding Broadcaster within the respective territory, enabing Oympic fans around the word to foow the action wherever and however they ike. The IOC is aso working in partnership with socia media patforms, incuding Facebook, Twitter, Googe+, Foursquare and Weibo, to engage younger audiences.

13 13 / IOC Marketing: Media Guide OBS has been abe to shape its pans for London by drawing on past knowedge and experience from previous Games. Once again we wi incorporate new technoogica enhancements designed to not ony reay the passion of competition to the watching word but to aso achieve more with ess. Manoo Romero, CEO, Oympic Broadcasting Services

14 IOC Marketing: Media Guide / 14 Goba Broadcast Pans The broadcaster in the host country, the BBC, wi offer British TV viewers the chance to watch every minute of every Oympic event ive for the duration of the Games, with ive HD streams across 24 digita channes. In tota, the BBC wi deiver around 2,500 hours of ive sport coverage across its various patforms during the Games. This wi be the first time that viewers have been given the opportunity to foow one particuar sport throughout the day. In the USA, rights-hoding broadcaster NBC has aso unveied extensive, mutichanne coverage pans for the Games. NBCUniversa wi provide 5,535 hours of coverage for the Games across its teevision channes, website, and the first-ever 3D patform an unprecedented eve that surpasses the coverage of the Beijing 2008 Games by neary 2,000 hours. The network intends to stream every event and meda ceremony ive on its website (NBCOympics.com) to compement its teevision coverage, with more than 3,500 hours of ive coverage being shown onine through various streams up from 2,200 hours at the Beijing 2008 Games. The coverage wi aso be avaiabe to view via NBC s smartphone and tabet appications. In Austraia, Foxte, which is sharing coverage of the Games with commercia broadcaster Nine, wi aunch eight dedicated high-definition channes to cover the Games, deivering over 1,100 hours of ive programming for first time in Austraia and 3,200 hours overa, whie in Itay, Sky Sport channes wi provide more than 2,000 hours of ive Oympic coverage. The Host Broadcaster The record-breaking coverage of London 2012 wi be produced by Oympic Broadcasting Services (OBS), which was created by the IOC in 2001 to serve as the Host Broadcaster for every edition of the Oympic Games. Broadcast Revenue History: Oympic Games Oympic Games Broadcast Revenue (US$) Rome miion Tokyo miion Mexico City miion Munich miion Montrea miion Moscow miion Los Angees miion Seou miion Barceona miion Atanta miion Sydney ,331.6 miion Athens ,494 miion Beijing ,739 miion As the Host Broadcaster, OBS is chiefy responsibe for providing the images and sound of the Games to a broadcast organisations who have purchased the teevision and radio rights to the Games (the Rights Hoding Broadcasters, RHBs). London 2012 wi be the first summer edition of the Games at which OBS wi act as the soe Host Broadcaster, foowing its joint venture with the Beijing 2008 Organising Committee four years ago. Expanding the resources dedicated to the Beijing operation, OBS wi utiise more than 1,000 cameras during London 2012, incuding 40 High Super Sow Motion cameras, to produce more than 5,600 hours of coverage, a in high definition. Revenue from Broadcasting Partnerships Oympic broadcast partnerships have been the singe greatest source of revenue for the Oympic Movement for more than three decades, providing a secure financia base and heping to ensure the future viabiity of the Oympic Games. The tabe (eft) iustrates how broadcast revenues have grown since the 1960 Oympic Games in Rome. For more information about Oympic broadcasting, pease visit the IOC s officia website (

15 15 / IOC Marketing: Media Guide London 2012 Broadcast Highights The Oympic Games return to London, where the Games were first broadcast ive into peope s homes during the 1948 Games. Live 3D coverage wi be avaiabe for the first time ever, with OBS producing 230 hours of ive coverage, as we as a daiy 3D highights package. The IOC wi broadcast ive Oympic Games content for first time ever on its YouTube channe ( in 64 territories in Asia and Sub-Saharan Africa. Digita media wi ensure that more Oympic coverage wi be avaiabe on more patforms than ever before. With the increased teevision and digita output, London 2012 ooks set to surpass the record 61,700 hours of teevision broadcast coverage that was made avaiabe gobay by broadcasters during the Beijing 2008 Oympic Games. Key Facts Hours of coverage: 5,600 Hours of 3D coverage: 230 Number of cameras: 1,000 True 3D cameras: 33 High Super Sow Motion cameras: 40 Rights Hoding Broadcasters: 33 Number of Accredited RHB personne: 13,000 Number of Games-time Host Broadcast personne: 5,600 Number of countries broadcasting the Games: More than 200 Potentia goba audience: 4.8 biion

16 IOC Marketing: Media Guide / 16 Rights Hoding Broadcasters for London 2012 Region Territories Rights Hoding Rights Broadcasters Africa South Africa South African A (in Engish and indigenous Broadcasting Corporation anguages ony) Africa Sub-Saharan Africa South African Engish Language pay TV Broadcasting Corporation transmitted by means of Sateite TV (aso Portuguese on non-excusive basis) Africa Sub-Saharan Africa Octagon Over-the-Air TV, Radio & Mobie Americas Argentina ESPN Latin America Over-the-Air TV, Radio and Home Video Americas Argentina, Boivia, Chie, Coombia, ESPN Latin America Non-Standard TV Ecuador, Paraguay, Peru, Uruguay (cabe and sateite) Americas Boivia, Costa Rica, the Dominican Grupo Abavisión Over-the-Air TV and Radio Repubic, Ecuador, E Savador, (both ony in Spanish) Guatemaa, Honduras, Nicaragua, Paraguay and Uruguay Americas Brazi Rádio e Teevisão Record S/A A Americas Canada Canada s Oympic Broadcast A Media Consortium Americas Caribbean Sportsmax A (except in Spanish anguage) Americas Chie Teevisión Naciona de Chie Over-the-Air TV, Radio and Home Video Americas Coombia Caraco TV Over-the-Air TV, Radio and Home Video Americas Cuba ICRT Over-the-Air TV & Radio Americas Latin America (exc. Brazi) Terra Internet and Mobie (exc. IPTV) Americas Mexico Teevisa Over-the-Air TV, Non-Standard TV (cabe and sateite) and Radio Americas Panama Medcom Over-the-Air TV, Radio and Home Video Americas Peru América Teevisión Over-the-Air TV, Radio and Home Video Americas USA NBC A Americas Venezuea ESPN Latin America Sateite TV Americas Venezuea Teesur Over-the-Air TV, Cabe TV, Radio, Home Video Asia Asian countries Asia-Pacific Broadcasting Union Over-the-Air TV and Radio Asia Asian countries ESPN STAR Sports Non-standard TV 1 (incuding cabe and sateite) Asia Chinese Taipei ELTA A Asia Hong Kong i-cabe A Asia Japan Japan Consortium A Asia North & South Korea Seou Broadcasting System A Asia Peope s Repubic of China, inc. Macao Chinese Centra Teevision A 2 Asia Phiippines Soar Entertainment Corporation A Europe European countries, except Itay European Broadcasting Union A 3 Europe Itay Sky Itaia A Midde East Arab countries Arab States Broadcasting Union A Oceania Austraia Nine Network Austraia PTY Limited A Oceania New Zeaand Sky Network Teevision Limited A Asia & Africa Asia & Sub-Saharan Africa (64 territories) Internationa Oympic Committee Internet and Mobie (exc. IPTV) 1 Restricted to Engish ony in some countries. 2 Additiona restrictions appy for Macao (ex:anguage). 3 Except Sateite TV in Itaian anguage.

17 17 / IOC Marketing: Media Guide Oympic Sponsorship Over the past few decades, the TOP Programme has gone from strength to strength, which is testament to both the origina idea of creating the programme and the continuing power of a partnership with the Oympic Movement and the Oympic Games. Jacques Rogge, IOC President At a Gance Sponsorship is crucia to the successfu staging of the Oympic Games Officia partners receive excusive marketing rights and an association with the Oympic brand The TOP Programme is the highest eve of Oympic sponsorship

18 IOC Marketing: Media Guide / 18 Commercia partnerships have been crucia to the success of the modern Oympic Movement throughout its 116-year history and have been a major factor in the continued growth of the Oympic Games. Sponsorship agreements now provide a major proportion of funding for the entire Oympic Movement, with officia partners aso providing technica services and product support to the IOC, Organising Committees of the Oympic Games and the Nationa Oympic Committees. Benefits for Oympic Partners Officia partners are abe to enjoy exceptiona goba exposure through an association with the Oympic Games, which provide a unique marketing patform. By aigning themseves with the Oympic rings, officia partners aso benefit from an association with one of the most widey recognised symbos in the word, which is inked to traditiona ideas and vaues. Through marketing programmes, showcasing, interna reward schemes and community outreach initiatives, the Oympic Games aso offer partners an unparaeed opportunity to deveop innovative ways to buid their brands, increase saes, connect with the pubic, buid customer reationships, motivate their empoyees, enhance their corporate reputation and eave a asting company egacy in the communities where they do business. The Oympic Partner (TOP) Programme Created by the IOC in 1985, The Oympic Partner (TOP) Programme is the highest eve of Oympic sponsorship, granting excusive wordwide marketing rights to both the Winter and Summer Games. The programme attracts some of the best-known mutinationa companies in the word and generates revenues that are distributed throughout the Oympic Movement, which utimatey supports the athetes. Not ony does this money hep finance the staging of the Games, it aso goes towards deveoping sport across the word. This support contributes to the successfu staging of the Games and enabes more athetes and teams to compete on the Oympic stage and share their achievements with the word. Partners aso hep promote the Games and the Oympic vaues around the word by using their Oympic association in their marketing campaigns. Operating on a four-year term in ine with each Oympic quadrennium, the TOP Programme is now in its seventh generation (TOP VII) and features 11 Wordwide Oympic Partners, with each receiving excusive goba marketing rights within a designated product or service category. In addition to the financia support generated by sponsorship, each Oympic partner s products, technoogy and expertise are vita to the success of the Games. Partners aso hep promote the Games wordwide through their marketing campaigns and sponsorship activations, heping the Oympic Movement reach a wide goba audience. Through this commitment, the Oympic partners provide the foundation for the staging of the Games and hep more athetes from more countries participate on the word s biggest sporting stage. The foowing pages outine the essentia contributions that the Oympic partners have made to London 2012 and aso highight the innovative programmes that they have deveoped to support athetes and share the universa vaues of the Oympic Movement with biions of peope around the word. For more information about Oympic sponsorship, pease visit the IOC s officia website (

19 19 / IOC Marketing: Media Guide The Coca-Coa Company Excusive product or service category: Non-Acohoic Beverages We are proud to be the ongest continuous sponsor of the Oympic Games, in a partnership that has spanned 84 years. This year for London 2012, we have created our most ambitious activation to date. In the Coca-Coa Move to the Beat campaign we are fusing the sounds of music and sport with the beat of London to create fim content and a music anthem that we hope wi inspire teens around the word to come together for this incredibe event. Scott McCune, Vice President, Goba Partnerships & Experientia Marketing At a Gance Coca-Coa s Move to the Beat campaign aims to bring young peope coser to the Oympic Games and sport through music Coca-Coa wi serve 23 miion drinks over an eight-week period Coca-Coa wi offer the widest range of drinks ever offered at an Oympic Games For more information, visit

20 IOC Marketing: Media Guide / 20 The Coca-Coa Company has supported the Oympic Movement since 1928 and is the ongest, continuous partner of the Games. At the 1948 Oympic Games in London, Coca-Coa offered ony one drink in one size Coca-Coa. During London 2012, however, Coca-Coa wi offer the widest range of drinks and sizes ever offered at an Oympic Games, serving 23 miion drinks over an eight-week period. It anticipates that 75% of the drinks served wi be ow or no-caorie. Move to the Beat Aigned with the vision to make London 2012 a Games to inspire youth, the ambition of Coca-Coa s Move to the Beat campaign is to bring teens coser to the Oympic Games and sport through music. An upifting anthem by Grammy award-winning producer Mark Ronson and chart-topping vocaist Katy B fuses the sounds of Oympic sports with the beat of London music. Ronson traveed the word meeting young athetes to record their sounds, which provide the beat of the song. Throughout the Games, Coca-Coa wi be broadcasting The Beat of London, a ive TV show highighting the socia side of the Oympic Games. Broadcast wordwide, the show wi feature Oympic athetes, ceebrities and musica performances, giving fans insight into the socia side of the Games. Oympic Torch Reay Coca?Coa has supported the Oympic Torch Reay since the Barceona 1992 Oympic Games. As a Presenting Partner of the London 2012 Oympic Torch Reay, Coca?Coa is ceebrating this event with 61 evening concerts, pus four Specia City Ceebrations and a finae concert in London s Hyde Park, a featuring ive performances from some of the UK s top music artists. The ceebrations wi mark the journey of the Oympic Fame as it traves around the country and wi aso honour the achievements of oca Future Fames inspirationa teens seected by Coca?Coa to become Oympic Torchbearers for London The Coca-Coa Beatbox Media Contact Kate Hartman Senior Manager Goba Pubic Reations Te: Emai: [email protected] Coca?Coa s Oympic Park paviion is designed to ceebrate the best of British youth. The innovative Coca?Coa Beatbox, which takes inspiration from the company s Move to the Beat campaign, wi enabe peope to pay the paviion by interacting with sounds embedded within the architecture of the buiding. Visitors wi be abe to create their own beat for London 2012 by remixing the sounds of Oympic sports, captured by Mark Ronson. It is estimated that 200,000 peope wi visit the Beatbox paviion during the course of the Games. The shape of the buiding itsef takes inspiration from the iconic gass Coca-Coa botte, and wi ead peope back down to the Coca-Coa perfect serve bar, which sits at the heart of the Coca-Coa Beatbox. Commitment to Sustainabiity At a London 2012 venues, packaged Coca-Coa products wi be served in 100% recycabe pastic bottes and every botte recyced at the venues wi be made into a new botte, back on sheves within six weeks. In addition, Coca-Coa, Diet Coke and Coke Zero drinks wi be served in PantBotte packaging, which uses up to 22.5% pant-based materia.

21 21 / IOC Marketing: Media Guide Acer Excusive product or service category: Computing Equipment Making an important contribution to the smooth and efficient running of the London 2012 Oympic Games is a very exciting task for Acer, as we continue to serve more and more business customers. We want to prove that as our equipment and engineers can support the biggest sporting event in the word and satisfy the diverse needs of our Oympic customers, there is no doubt that we can aso support businesses of any size. Water Deppeer, Acer Chief Marketing Officer At a Gance Acer computers and technicians hep provide the computing infrastructure, powering the Games efficienty and reiaby Acer wi provide 13,500 desktops, 2,900 notebooks, 950 servers and a 350-person Service Team Acer wi operate an 800sqm showcase in the Oympic Park For more information, visit Sponsorships/oympics.htm

22 IOC Marketing: Media Guide / 22 In 2009, Acer became a Wordwide Oympic Partner for the Vancouver 2010 Oympic Winter Games and the London 2012 Oympic Games. As a Wordwide Oympic Partner in the computing equipment category, Acer s responsibiity is to provide the PC infrastructure that supports the Games. The company has been activey working with the London 2012 Organising Committee (LOCOG) to ensure that the 2012 Oympic Games run fautessy. The PC Infrastructure Behind the Scenes The PC infrastructure provided by Acer to power the Oympic Games covers the entire Oympic compex. In tota, 16,000 desktops, notebooks and tabets as we as 950 servers have been depoyed to serve the numerous venues, incuding the Technoogy Operations Centre (TOC), Media Centres, the Oympic Viages, the LOCOG headquarters and a the competition venues. Acer is aso providing ground support at the Oympic venues, with more than 350 Acer technicians and managers on hand to ensure that a Acer equipment runs smoothy and deivers the excitement of the Games to peope the word over. In order to be in ine with London 2012 s sustainabe phiosophy, Acer is powering the Games with its innovative eco-friendy computers. Its Veriton L670G desktops deiver various benefits, such as reduced space, ow weight and energy consumption savings, which wi aow LOCOG to have a reduced environmenta impact during the Games. Acer Internet Lounges For the London 2012 Oympic Games, Acer wi aso create four PC Lounges for both media and athetes, ocated in the Oympic Viages and Main Press Centre. Acer Internet Cafés wi be open 24 hours a day during the Games and Acer s onsite support staff and service technicians wi provide customer support and sove technica issues. Media Contact Lara Rodini PR & Events Manager for Acer EMEA Emai: [email protected] The design of the Acer Internet Lounges for athetes is inspired by the sustainabe objectives of London 2012 and the theme is Acer Internet Garden. The Acer Internet Garden wi provide athetes with 180 fuy-equipped stations with broadband Internet access, communication and socia networking environments, keeping them up to date with the things that matter the most and in touch with their friends and famiy. Acer Sport and Technoogy Showcase During the Games, Acer wi aso run an 800sqm interactive showcase in the heart of the Oympic Park. The Acer paviion wi host park visitors and specia Acer guests from a around the word, enabing them to earn about Acer s vision of the pursuit of exceence in sport and technoogy, and its exporation beyond technoogica, physica and performance imits. Interactive areas within the showcase wi aso present the technoogica innovations of Acer. The paviion s theme is The Acer Journey and the showcase wi give visitors an opportunity to expore exciting Acer technoogy.

23 23 / IOC Marketing: Media Guide Atos Excusive product or service category: Information Technoogy We are deighted to be working with London 2012 on what wi be our sixth Oympic Games as a Wordwide IT Partner. We are now drawing on our extensive experience of deivering the technoogy infrastructure and systems for previous Games. We are working with LOCOG and other technoogy partners to ensure the London 2012 Oympic Games are the best Games possibe. Patrick Adiba, CEO Atos for Iberia, the Oympics and Major Events At a Gance As the officia IT integrator, Atos is responsibe for the design, buid and operation of the IT infrastructure for London 2012 For the London Games, Atos expects to process 30% more resuts data than in Beijing, ensuring the word s media meets the increasing demand of fans for information as it happens For more information, visit uk.atos.net/en-uk/oympic_games

24 IOC Marketing: Media Guide / 24 As the Wordwide IT Partner for the Oympic Games, the Business Technoogists from Atos integrate, manage and secure the vast IT system that reays resuts, events and athete information to spectators and media around the word. What Atos Deivers Atos chaenge is to create an IT soution for each Oympic Games that aows the capture and reporting of every moment of the action and supports in bringing it to the word via teevision and the Internet. This requires a bend of speciaist skis and experience backed up by a compete understanding of just what the organisers, competitors and audience expect. As ead integrator, project manager and IT operations manager, Atos is utimatey responsibe for the entire IT infrastructure of the Games. Design - Atos is responsibe for designing a compex and secure high quaity IT infrastructure on time to specification and within budget. Whie designing architecture for current Games, Atos considers the next Games and how to transfer the knowedge gained. Buid - Atos impements IT security preventative measures to protect against physica and digita attacks on the IT network architecture. The company is aso responsibe for buiding and refining a customised suite of software appications that power the Oympic Games. Operate - Atos appies its one team approach to ensure that a compex network of IT partners and suppiers, empoyees and vounteers work together to deiver the best possibe service and support to each Oympic Games. Security and Risk Management For the Beijing 2008 Oympic Games, Atos coected and fitered more than 12 miion IT security events each day to detect any potentia security risk for the Oympic Games IT systems. From these, ess than 100 were identified as rea issues. A were resoved, with no impact at a on the Oympic Games. Atos focuses on three key IT areas: security architecture, risk management and security operations. Games Management Systems Media Contact Caroine Crouch Goba PR Manager / United Kingdom Te: Emai: [email protected] The Games Management Systems support the panning and operations of the Games, incuding accreditation, sport entries and quaification, medica encounters, workforce management and the vounteer porta. Information Diffusion Systems This group of systems deiver rea-time resuts to the media and the Oympic famiy. This incudes the Commentator Information System and myinfo+. myinfo+ This wi be avaiabe for the first time at London The new internet appication enabes accredited media, sports officias and athetes to access information such as schedues, transport news and sports records. Commentator Information System (CIS) For the first time ever in the Summer Games, a 26 Oympic sports have been added to the Commentator Information System (CIS). Managed centray from the Technoogy Operations Centre, the CIS provides commentators and journaists with touch-screen technoogy that gives resuts in rea time.

25 25 / IOC Marketing: Media Guide The Dow Chemica Company Excusive product or service category: Officia Chemistry Company With our ong-standing commitment to goba sustainabiity, innovation, scientific exceence and addressing word chaenges, we beieve Dow is perfecty matched to the vision of the Oympic Movement, which is about peace, progress and the word coming together to ceebrate our common humanity. George Hamiton, Vice President, Dow Oympic Operations At a Gance Dow has been a Wordwide Oympic Partner since 2010 Dow provides more sustainabe and innovative soutions to hep optimise the staging of the Games, to improve the comfort and safety of spectators and to essen environmenta impacts For more information, visit

26 IOC Marketing: Media Guide / 26 Dow is a science and technoogy company with 52,000 empoyees wordwide. It manufactures more than 5,000 products at 197 sites in 36 countries for customers in approximatey 160 countries, with annua saes of $60 biion in Dow has been a Wordwide Oympic Partner since The company started working on Oympic Games projects in 1980 when providing insuation that was used in ice skating rinks and bobsed runs at the Lake Pacid Winter Games. From heping to reduce energy usage and CO 2 emissions in Oympic venues, to deveoping improved paying surfaces for athetes, Dow provides speciaty products that highight the important roe chemistry pays in sports and everyday ife. Winning Soutions As a Wordwide Partner and Officia Chemistry Company of the Oympic Games through 2020, Dow has been working cosey with the London 2012 Organising Committee to provide sustainabe science and chemistry-based soutions that assist in the panning, buiding and egacy of the Games. As we as producing a sustainabe, fabric wrap that wi encirce London s iconic Oympic Stadium, Dow soutions are making a difference in severa areas, incuding: Roofing and Fooring Dow s roofing and fooring soutions can be found in the London 2012 Copper Box, London s iconic Oympic Stadium, Oympic Viage, Internationa Broadcast Centre and the Main Press Centre equipping the roofs of these venues for resistance to moisture and the abiity to cope with temperature fuctuations for the expected ifetime of the structures. Dow Chemica s roofing soutions at the Copper Box wi hep imit vibrations and noise inside the arena due to a concentrated area of the buiding that has been reinforced with FLOORMATE to support heavy equipment, ike air conditioners so they are not spread out over the ength of the buiding. Softer and More Sustainabe Pitch Media Contact Fernão Siveira Media Reations Leader, Dow Oympic Operations Emai: [email protected] Te: Fied hockey wi be payed on artificia grass surfaces made from Dow technoogy that keeps the turf soft, resiient and tough whie providing a durabe pitch for payers to side, tacke and fa on more safey. This turf requires itte maintenance and spares resources ike water (for irrigation) and energy (for mowing). Keeping the Word Watching Dow provides materias in wire and cabe that enabe reiabe and efficient transmission and distribution of signas during the Games. These cabes wi have a asting impact on London s technoogy infrastructure and wi be reused in other projects after the Games. Reiabe and Durabe Surfaces for Athetes Dow heped design, manufacture and insta a resin fooring system at the Eton Manor Sports Compex that provides a tough, durabe and more sipresistant surface. The foor s anti-sip properties improve safety for athetes. Dow is aready working with future host cities such as Sochi and Rio de Janeiro to provide innovative and sustainabe soutions for the next Games.

27 27 / IOC Marketing: Media Guide GE Excusive product or service category: Energy Generation Systems, Energy Distribution Systems, Heathcare: Diagnostic Imaging, Monitoring and Eectronic Medica Records Technoogy, Lighting Fixtures & Systems, Aircraft Engines, Rai Transportation, Water Treatment Faciities & Services, Equipment & Transportation Management We are committed to working with the IOC and the oca Organising Committees to deiver word-cass infrastructure soutions and a sustainabe egacy to future generations. Jeff Immet, GE Chairman & CEO At a Gance GE wi provide essentia equipment to efficienty generate, distribute and measure power during the Games, as we as iuminate Oympic venues GE is aso equipping the Poycinic in the Oympic Viage and providing charge points for London 2012 s feet of eectric vehices For more information, visit

28 IOC Marketing: Media Guide / 28 GE is the excusive provider of a wide range of innovative products and services that are integra to staging a successfu Oympic Games. GE works cosey with host countries, cities and Organising Committees to provide infrastructure soutions for Oympic venues incuding power, ighting, water treatment and transportation, and suppies oca hospitas with diagnostic imaging equipment and heathcare IT soutions. GE s Oympic Games partnership was aunched in January 2005 and an extension to the partnership was announced in Juy 2011 to take it unti 2020, incuding the Sochi 2014 Winter Games, the Rio 2016 Oympic Games, the Pyeonchang 2018 Winter Games, and the 2020 Oympic Games. GE and London 2012 There wi be GE equipment in a sporting and non-sporting venues at London 2012, incuding the Oympic Viage. The three Jenbacher CHP engines in the Energy Centres wi provide power, heating and a cooing system across the Park for the Games and for the new buidings and communities that wi deveop after GE is aso working with the Mayor and Transport for London (TfL), in association with LOCOG and feow London 2012 sustainabiity partners EDF and BMW, to insta 120 GE charge points that wi support a feet of zero-emission eectric vehices set to be used during the London 2012 Games. These points wi then provide a post-games egacy for London. GE is aso equipping the Poycinic in the Oympic Viage, where athetes wi have access to best-in-cass digita imaging incuding MRI, CT, X-Ray and Utrasound, aowing the diagnosis of injuries. Sporting egacy GE became the Eite Partner of the British Triathon Federation in Apri 2010, providing support and expertise for the athetes as they prepare and compete at the highest eves in the run up to London In keeping with previous Games, where GE provided state-of-the-art medica imaging equipment for the eary diagnosis and treatment of sporting injuries, the partnership is exporing specific ways in which GE s heathcare technoogy and expertise coud hep to optimise and improve the performance of the team in the events eading up to and incuding London Media Contacts Mark Maguire Emai: [email protected] Te: Mob: Simon Langford Emai: [email protected] Te: Mob: Megan Parker Emai: [email protected] Te: Mob: Oympic community and education programmes GE donated 4.7 miion of medica equipment as a egacy gift to the Homerton University Hospita, the hospita for the London 2012 Oympic Games, for a new materna and newborn centre. GE and its partners are aso repacing the amps on London s iconic Tower Bridge, providing a state-of-the-art, energy-efficient ighting system that wi have energy savings of 40-45% over the current artistic ighting fixtures. Energyefficient LEDs and foodights wi iuminate and showcase the towers of the bridge. GE has aso aunched a new campaign, in conjunction with the London 2012 Get Set initiative, to improve break times in schoos. The Design My Break schoos competition for year-ods asked students to work in teams and think about how they coud spend the second schoo break of the day typicay unchtime differenty, to improve their nutrition, physica activity and emotiona we-being.

29 29 / IOC Marketing: Media Guide McDonad s Excusive product or service category: Retai Food Services Every dimension of our partnership refects the ideas that we share with the Oympic Movement exceence, teamwork, and giving your best. These ideas are at the heart of who we are and have defined our reationship with the Games since our partnership began more than 35 years ago. Dean Barrett, McDonad s Goba Marketing Officer and Senior Vice President At a Gance McDonad s is the word s eading goba foodservice retaier with more than 33,500 ocations serving approximatey 68 miion customers in 119 countries each day More than 80% of McDonad s restaurants wordwide are owned and operated by independent oca men and women For more information, pease visit or

30 IOC Marketing: Media Guide / 30 As a Wordwide Partner and the Officia Restaurant of the Oympic Games for more than 35 years, McDonad s is bringing its ongoing commitment to chidren s we-being and food quaity to ife eading up to and on-site at the London 2012 Oympic Games. McDonad s markets around the gobe wi ceebrate the Games by connecting with chidren and famiies to encourage baanced eating and fun pay. McDonad s support of the Oympic Movement began with the 1968 Oympic Winter Games in Grenobe, France, when the company airifted hamburgers to U.S. athetes after they reported being homesick for McDonad s food. London marks the company s ninth consecutive Games as the Officia Restaurant. Feeding the Word s Best Athetes McDonad s continues its roe in feeding the athetes, coaches, officias, media and spectators on-site at the Games. McDonad s is buiding four Oympic venue restaurants: one in the Oympic Viage, one in the Main Media Centre, and two in the Oympic Park for spectators. For the first time, Happy Meas wi be served in McDonad s Oympic retai venues and wi incude fruit, vegetabe and dairy options. 1:00 PM McDonad s Champions of Pay Media Contact Suzanne Vaiere Emai:[email protected] McDonad s new Champions of Pay programme focuses on the importance of baanced eating and fun pay, and wi bring chidren from around the word together for a once-in-a-ifetime experience in London. Up to 200 chidren wi attend sporting events, meet athetes and tour the cutura sights of London. New for the London 2012 Games wi be an excusive Oympic moment for the first time ever, the chidren wi get a behind-the-scenes ook at seect venues, such as the athetics stadium, Veodrome and BMX track, and specia access to where the athetes wi compete. Dara Torres, five-time U.S. Oympic swimmer and mother, is the goba ambassador of the programme. In addition, many of the chidren wi aso be youth correspondents, sharing their experiences with their hometown press. McDonad s Champions of Pay is designed to reach chidren and famiies around the word through a variety of resources in restaurants and onine at featuring tips to encourage baanced eating and fun pay. McDonad s Oympic Champion Crew McDonad s continues its ongstanding tradition of bringing the best-of-the-best restaurant empoyees and managers from around the word to serve the athetes, coaches, media and spectators at the McDonad s Oympic venue restaurants. London 2012 marks the argest crew ever, with more than 2,000 top performers from the UK and across the gobe. McDonad s Chef Demonstrations McDonad s wi host a series of chef demonstrations at its Main Media Centre restaurant to showcase the company s cuinary expertise and menu innovation. McDonad s Executive Chef and Senior Director of Cuinary Innovation Dan Coudreaut wi be joined by specia guests and McDonad s Champions of Pay on-site. Famiies around the word wi be abe to view the demonstrations via webisodes on aboutmcdonads.com.

31 31 / IOC Marketing: Media Guide Omega Excusive category: Timing, Scoring and Venue Resuts Services The London 2012 Oympic Games has particuar significance for Omega. It wi mark the 25th time we have assumed our roe as Officia Timekeeper; we wi ceebrate the 80th anniversary of our first Oympic Games; and we wi be returning to the city where, in 1948, we heped usher in the age of modern sports timekeeping. Stephen Urquhart, President of Omega At a Gance Omega is the Officia Timekeeper and data hander for London 2012, providing more than 400 tonnes of timing and scoring equipment Omega became the Officia Timekeeper at the 1932 Games and was aso the timekeeper the ast time the Games were hed in London, in 1948 Omega Countdown Cocks buit in Trafagar Square and Greenwich For more information, go to

32 IOC Marketing: Media Guide / 32 Omega first served as the Officia Timekeeper at the Los Angees Oympic Games in Never before had a singe company been chosen to provide a the timing devices and technoogy for the Oympic Games. At those Games, Omega deivered 30 handhed stopwatches, which were used to time every event. In London in 2012, 450 professiona timekeepers and data handers, aong with a veritabe army of oca vounteers, wi be using more than 400 tonnes of equipment to ensure that the timing, scoring, dispay and distribution of the resuts are fawessy executed. Omega s unparaeed reputation as an innovator in sports timing and measurement technoogies has ed to a ong, rewarding reationship with the IOC. In London, Omega wi assume its Officia Timekeeper roe for the 25th time. London 2012 Timekeeping Technoogy Omega wi debut severa new timekeeping technoogies in London, incuding: Quantum Timer With an enhanced resoution of one miionth of a second, the Quantum Timers mark the beginning of a new generation of OMEGA Timing products, providing 100 times greater resoution than previous devices. Athetics Starting Bock The runners reaction times wi be measured entirey by the force against the back bock and not by movement. Swimming Show Lights mounted on the starting bocks wi instanty indicate the first three swimmers to tap their touch pads at the end of a race. Open Water Gate New gates wi provide timing information at intervas throughout the swimming marathons, as we as the beginning and end. The Countdown Cocks Among the symbos that best represent Omega s Oympic roe is the Countdown Cock in London, which was unveied on 14 March 2011, exacty 500 days before the festivities were schedued to begin. The cock is 6.5 metres high, five metres ong and weighs around four tonnes. Another was activated in Juy 2011 in Greenwich. Media Contact Omega Press Office Te: Emai: [email protected] Omega s Oympic Games Marketing Omega has created a range of marketing materias in support of its roe at the Oympic Games. Its teevision commercia features some great Oympic athetes in the moments just before their events begin and uses the Roing Stones 1982 hit Start Me Up. The brand has aso created a print campaign and a brochure that reca the birth of modern sports timekeeping at the London 1948 Oympic Games, when Omega was aso Officia Timekeeper. Omega Seamaster 1948 Co-Axia London 2012 Limited Edition The Omega Seamaster Diver 1948 Co-Axia London 2012 Limited Edition combines a design infuenced by the very first Omega Seamaster aunched in 1948 and the brand s cutting-edge Co-Axia technoogy. When the Games were ast hed in London in 1948, Omega was on hand as Officia Timekeeper so the cassicaystyed wristwatch is a perfect tribute to a specia year. The watch has an 18Ct god medaion embossed with the London 2012 ogo mounted in the caseback.

33 33 / IOC Marketing: Media Guide Panasonic Excusive product or service category: Audio/TV/Video Equipment Panasonic has been proud to support the Oympic Host Broadcaster since the first digita broadcast in Barceona 1992, right through to the first HD broadcast in Beijing Now we are proud to announce the partnership with the IOC and OBS to create another successfu era in Oympic broadcasting with the first ive 3D Oympic Games at London There is no doubt that the Oympic Games wi provide some of the best content for the 3D market in the future, and that 3D TV wi drasticay change the way we experience this great sporting event at home. Takumi Kajisha, Senior Managing Executive Officer of Panasonic At a Gance Panasonic wi suppy more AV equipment for London 2012 than any other Games in history Panasonic products wi be used to deiver the first ever ive 3D Oympic broadcast Panasonic wi operate a Fu HD 3D Theatre showcase within the Oympic Park during the Games For more information, go to panasonic.net/oympic

34 IOC Marketing: Media Guide / 34 Panasonic has been an Officia Wordwide Oympic Partner in the Audio and Visua Equipment Category for more than 20 years, providing the Oympic Games with state-of-the-art digita audio/video equipment, such as fat screen TVs, digita video cameras, DVD recorders, and professiona audio/video equipment. Panasonic s technoogy pays a vita roe in deivering the sights, sounds and unique excitement of the Oympic Games, from the fied of pay to the spectators through its arge on-site video screens and professiona audio systems, and to peope around the word through broadcasting with its digita broadcast equipment. Sharing the Passion Under the sogan Sharing the Passion, Panasonic contributes to the success of the Oympic Games with its technoogy and video expertise, from arge screen dispays, audio and broadcast equipment at the event venues to suppying top of the range cameras, camcorders and pasma dispays to support the training programmes of athetes such as the British Saiing team and heptathete Louise Haze. Creating Excitement at Oympic Venues Panasonic portrays the passion and excitement at Oympic venues by suppying technoogy such as arge-screen dispay systems and professiona audio systems. Panasonic s new projectors wi aso be used during the Opening and Cosing Ceremonies. Deivering Oympic Games Excitement to the Word With its high quaity, cutting-edge broadcast technoogy, Panasonic continues to record the passion of the Oympic Games and support Oympic broadcasting patforms by suppying a vast amount of equipment, such as studio VTRs and camcorders. For London 2012, Panasonic is suppying more audio/visua equipment than at any Games in history. Recreating Oympic Games Excitement at Home With AV products that offer immersive, high quaity images, Panasonic exhaustivey recreates and shares the passion and excitement of the Oympic venues in iving rooms around the word via TVs, AV equipment and other technoogy. Officia 3D Equipment Partner Media Contact Emai: [email protected] In August 2011, Panasonic, the IOC and Oympic Broadcasting Services (OBS) announced their partnership agreement to make London 2012 the first-ever ive 3D Oympic Games. The partnership wi produce the first HD 3D ive broadcast in Oympic history, and wi aow audiences around the gobe to witness the word s greatest sporting event in immersive 3D. OBS wi be in charge of producing more than 200 hours of 3D coverage during the London 2012 Oympic Games by utiising Panasonic s state-of-art 3D production technoogies incuding the AG-3DP1, a P2HD professiona fuy-integrated twin-ens Fu HD 3D camera recorder. Fu HD 3D Theatre During London 2012, Panasonic wi operate a showcase within the Oympic Park where they wi screen ive 3D coverage of the Games, as we as other origina 3D content. The Panasonic FULL HD 3D Theatre wi give fans and athetes the chance to enjoy the Games as if they were in the stadium. For more information, visit the Panasonic Oympic Facebook page (

35 35 / IOC Marketing: Media Guide Procter & Gambe Excusive category: Persona care and househod products P&G s brands incuding Pampers, Durace, Giette and Pantene wi support more than 150 athetes at the London 2012 Oympic Games. P&G recognises that behind every athete is an even more amazing mum. Through our Thank You Mum programme we wi support not just the mums of Oympic athetes but every mum. We hope to create a movement to thank mums everywhere, making a difference to youth sports around the gobe. Marc Pritchard, P&G Goba Brand Buiding Officer At a Gance In London, P&G wi provide the P&G Famiy Home, compete with products and services to hep the athetes and famiies fee at home P&G aims to raise $5 miion to support youth sports programmes around the word P&G wi support more than 150 athetes, haf of whom are women For more information on P&G, go to

36 IOC Marketing: Media Guide / 36 P&G is the argest consumer packaged goods company in the word, with goba saes of $82.6 biion. P&G products reach approximatey 4.4 biion peope in more than 180 countries around the word thanks to one of the argest and strongest portfoios of trusted househod brands, incuding Pampers, Giette, Tide/Arie, Pantene, Oay, Aways, Iams, Crest, Charmin, Durace and Downy. P&G became an Officia Wordwide Oympic Partner in the persona care and househod products category in This partnership with the Oympic Movement is the company s most far-reaching partnership ever, everaging its goba reach and spanning the next five Oympic Games through Supporting Athetes P&G and its brands wi support more than 150 athetes. The athetes wi be featured in advertising and retai programmes in more than four miion stores around the word. Exampes of P&G brand campaigns incude: Giette A Great Start Every Day campaign featuring Swiss tennis payer Roger Federer, British cycist Sir Chris Hoy and U.S. swimmer Ryan Lochte. Arie & Tide Proud Keeper of Your Country s Coours campaign featuring Kenyan marathoner Catherine Ndereba and Mexican pentathete Oscar Soto. Pampers The Pay Gear for Champions in every Baby campaign featuring U.S. beach voeyba payer Kerri Wash Jennings, Canadian hurder Priscia Lopes-Schiep and British marathoner Paua Radciffe. Thank You Mum As a company, P&G is uniting behind its Thank You Mum campaign a goba effort to thank mothers for a they do. P&G recognises that behind every athete is an even more amazing mother who has supported her chid every step of the way. So P&G is using its voice at the Oympic Games to say Thank You Mum not just to mothers of Oympians, but to a mothers for everything they do to hep their chidren achieve their dreams. The campaign is a natura fit with P&G s business. For 175 years, P&G and its brands have been heping make the ives of mums and famiies around the word a itte bit better every day. The campaign wi be P&G s argest and most far-reaching campaign ever. P&G is inviting peope everywhere to say Thank You Mum by participating in the campaign on-ine and in-store. Media Contact P&G Press Room Emai: [email protected] Te: Marina Barker P&G Externa Reations Emai: [email protected] James Wiiams P&G Externa Reations Emai: [email protected] The Gift P&G is aso offering a Thank You Mum Gift to mothers of Oympians. For some, the gift wi hep them trave to London to watch their chid compete at the Oympic Games. At the Games, a Oympians mothers wi be abe to enjoy the P&G Famiy Home a pace where Oympians and their famiies can reax, unwind, and be together. In the P&G Famiy Home, the company wi offer athetes, their mothers and famiies services provided by many of P&G s trusted brands, such as beauty, grooming and aundry services and a Pampers payground.. A Legacy of Thanks As part of P&G s commitment to the Oympic Movement, the company aso asked hundreds of mothers what it coud do to honour a that mothers do for their chidren. The response was to support the youth sports organisations around the word. So in January at the Youth Oympic Games in Innsbruck, Austria, P&G committed to raise $5 miion for youth sports programmes through saes of its brands.

37 37 / IOC Marketing: Media Guide Samsung Excusive product or service category: Wireess Communication Equipment Throughout the many years of Samsung s support for the Oympic Games, our roe has evoved to become an integra part of the spectator experience, an achievement that wi continue up to and throughout London 2012 in our campaign, Everyone s Oympic Games. Our goa for London 2012 is to offer new inspiring opportunities for everyone to experience and take part in the London 2012 Oympic Games through our innovative smartphone technoogies. We have created a range of exciting opportunities to make the Games an unforgettabe experience for Oympic fans around the word. Sunny Hwang, Vice President & Head of Goba Sports Marketing, Samsung Eectronics At a Gance Samsung wi provide the Oympic Famiy with mobie phones and the company s proprietary wireess communications patform during the Games Samsung is aso a presenting partner of the Torch Reay and wi showcase its cutting-edge mobie technoogy at the Oympic Park and across major sites in London during the Games For more information, pease visit

38 IOC Marketing: Media Guide / 38 Samsung s association with the Oympic Movement began amost 25 years ago when the company became a oca sponsor of the Seou 1988 Oympic Games. Since the Nagano 1998 Oympic Winter Games, the company has been a Wordwide Oympic Partner in the Wireess Communications Equipment category, providing its proprietary wireess communications patform, caed WOW (Wireess Oympic Works), and mobie phones. These innovative mobie phone technoogies provide the Oympic Famiy with a rea-time, user ocation-based information service and interactive communications. During London 2012, Samsung wi aso showcase its cutting-edge mobie technoogy at the Oympic Park and across major sites in the city to enrich the Oympic Games experience for spectators. Samsung has aso aunched its Everyone s Oympic Games promotiona campaign, which encourages everyone around the word to get invoved in London Oympic Torch Reay As a Presenting Partner of the Oympic Torch Reay (OTR), Samsung aims to inspire more peope to become part of the OTR and share the Oympic spirit with everyone across the word. The Oympic Torch is the emotiona symbo that marks the beginning and end of the Oympic Games. It aso presents an opportunity for the genera pubic to take part in the Oympic Games by offering them a chance to carry the Oympic Fame. Samsung aspires to hep more peope experience the sights, sounds, and emotions of the Oympic Torch Reay. Samsung is honoured to have seected a great number of inspirationa Torchbearers who have gone the extra mie, and wi aso support towns and cities to ceebrate the excitement of the Torch Reay to provide a more enjoyabe experience to everyone. Samsung Hope Reay Media Contacts Jason Kim Emai: [email protected] HyunJu Baek Emai: [email protected] Sheri (Hoo Min) Kim Emai: [email protected] Samsung is expanding the Oympic Torch Reay experience beyond the UK, to everyone around the word. The Samsung Hope Reay is a digita campaign that aows everyone to take part virtuay in the Oympic Torch Reay and contribute to their oca community. Users can easiy downoad the App to become a Samsung Hope Reay virtua Torchbearer, and for each mie they compete, Samsung wi make donations to carry out socia contribution programmes. Samsung wi partner with a variety of charitabe organisations, mainy with the network of charities supported by the Samsung Hope for Youth programme, to bring attention to the wordwide need for chidhood education and heathcare. What s important is that anyone can participate and fee part of the London 2012 Oympic Torch Reay. Samsung Goba Boggers The Samsung Goba Bogger (SGB) is Samsung s signature content generation programme and is set to spread the excitement of the Oympic Games around the word. Approximatey 100 inspiring young individuas wi report ive from the competition venues and ocations of cutura and visitor interest, and share their unique perspectives of the Oympic Games. Excusive content and experiences wi be captured and shared with Oympic fans and socia media networks around the word using Samsung s mobie technoogies. Through this initiative, and as a supporter of sports and youth, Samsung has succeeded in offering young peope from around the word an inspiring opportunity to be invoved in the Oympic Games.

39 39 / IOC Marketing: Media Guide Visa Excusive product or service category: Payment Services The Oympic Games transcend poitica and geographica boundaries to deiver incomparabe internationa exposure and broad-based audience interest appeaing to virtuay every demographic. They stand as one of the premier sporting and cutura events in the word and we are deighted to extend our sponsorship through Joseph Saunders, CEO and President, Visa Inc. At a Gance Visa impements and manages the payment system infrastructure and network throughout a Oympic Games venues During London 2012, Visa wi provide around 3,200 contactess enabed point-of-sae devices in merchant ocations in Oympic Games venues as we as eight ATMs within the Games footprint For more information on Visa, visit For more information on Visa Europe, visit

40 IOC Marketing: Media Guide / 40 Team Visa London Visa has been a sponsor of the Oympic Games for more than 25 years and is the ony payment card accepted at the London 2012 Oympic Games. Visa wi remain the excusive payment services sponsor and the ony card accepted at the Oympic Games through Since 1986, Visa has empowered more than 1,000 Oympic hopefus to achieve their dreams by providing financia support and vauabe marketing exposure in pursuit of their Oympic goas. For London 2012, Visa is supporting 69 individua athetes, aong with nationa teams from more than 30 countries incuding the United States, Canada, Brazi, China, United Kingdom, South Africa and Russia. On-Site Operations At every Oympic Games, Visa impements and manages the payment system infrastructure and network throughout a Oympic venues. For the London 2012 Oympic Games, there wi be approximatey 3,200 contactess enabed point-of-sae devices in merchant ocations in Oympic Games venues. Visa wi aso set-up eight ATMs within the Games footprint, and eight Visa Customer Service Booths at various Oympic venues that wi offer on-site assistance to cardhoders. Mobie Payments Media Contacts Nancy Panter, Visa Inc Te: Mob: Emai: [email protected] Visa Europe Press Office Te: +44 (0) Abbie Ferdinando, Visa Europe Te: +44 (0) Mob: +44 (0) Emai: [email protected] Visa and Samsung have formed a strategic aiance to introduce the atest innovation in payment technoogy enabing Visa and Samsung sponsored athetes to make mobie payments using the new Samsung Gaaxy S III smartphone equipped with NFC contactess technoogy. NFC is the short range technoogy standard that enabes mobie phones to securey transmit payment information to a payment termina. A imited edition of the Samsung Gaaxy S III wi be equipped with an Oympic-branded Visa mobie payment appication, that can be used for mobie purchases at 140,000 retaiers throughout the UK. The Games present a unique opportunity to showcase the future of payments coming to ife and eave a asting egacy post-2012 for financia institutions, merchants, mobie operators and consumers. Backed by the muti-ayered security and reiabiity of Visa s processing patform, payments intiated with the Visa paywave mobie appication are protected by the same standard terms and conditions that appy to Visa cards. Oympic Marketing Campaigns Visa s goba Oympic marketing campaign Go Word running in over 70 countries ceebrates atheticism and human triumph through unique athete stories. The socia by design campaign incudes socia media extensions, teevision and digita advertising and usage promotions to connect with cardhoders and Oympic fans, driving preference for and usage of Visa products wordwide. Visa is utiising popuar socia media patforms around the word, incuding Facebook ( to encourage fans to cheer on Team Visa athetes. Visa Europe s 2012 advertising campaign features Visa Europe s Innovation Ambassador Usain Bot and Team Visa Europe athetes. The campaign brings the Games to ife for consumers across Europe with promotions via Visa Goden Space ( offering the chance to win London 2012 ticket packages and other prizes via prize draw and instant win competitions.

41 41 / IOC Marketing: Media Guide London 2012 Domestic Sponsorship Programme

42 IOC Marketing: Media Guide / 42 In addition to the funding and support offered by the Wordwide Oympic Partners, London 2012 has aso benefited from a domestic sponsorship programme managed by the London 2012 Organising Committee (LOCOG) which has granted excusive marketing rights within the host country to further hep fund and stage the Games. Offering three eves of sponsorship Nationa Partner, Officia Supporter and Officia Providers and Suppiers the programme has enjoyed great success, raising significant funds to support London 2012, and providing LOCOG with hep for specific operationa needs during the panning and staging of the Games. The programme has aso supported the British Oympic Association and its athetes. For more information about domestic sponsorship, pease visit the IOC s officia website ( adidas adidas signed up as a Tier One partner of the London 2012 Oympic Games in September 2007, becoming the Officia Sportswear Partner. adidas wi kit out Team GB athetes and officias, as we as Games Officias, London 2012 staff and vounteers. For London 2012, adidas appointed British designer Stea McCartney as Creative Director. The British Team kit is the most comprehensive range that s ever been suppied to a nationa team, combining the best in performance technoogies and stand-out British stye. adidas wi suppy over 900 British athetes across the 26 Oympic sports producing a tota of approximatey 175,000 items of cothing. adidas wi aso have excusive icensing rights for branded and unbranded sportswear at London 2012 venues and stores. BMW BMW is the Officia Automotive Partner of the London 2012 Oympic Games. As a domestic sponsor, Sustainabiity Partner and Supporting Partner of the Oympic Torch Reay, it is the roe of BMW to provide a diverse feet of approximatey 4,000 vehices which meets the varied operationa requirements of the Games. A feet that wi aso achieve the chaenging CO2 emissions target of 120g/km, as set by the Organising Committee. Voted the word s most sustainabe automotive company by the Dow Jones Sustainabiity Index in 2011 for the seventh consecutive year, BMW wi provide hybrid, eectric and industry-eading efficient diese cars as part of the feet, which aso incudes motorcyces and bicyces, providing essentia mobiity for a of those individuas critica in staging the Games. BP Under the banner of Fueing the Future, BP, the Officia Oi and Gas Partner for the London 2012 Games, is providing advanced fues and engine ois for over 5,000 officia vehices; showcasing its most advanced biofues and providing iquefied petroeum gas (LPG) for the Games catering faciities. As a Sustainabiity Partner and the Officia Carbon Offset Partner with Target Neutra, BP is paying a key roe in heping to deiver a ower-carbon Games. And, as a Premier Partner of the Cutura Oympiad and London 2012 Festiva, BP continues to demonstrate its ongstanding support for UK arts and cuture.

43 43 / IOC Marketing: Media Guide

44 IOC Marketing: Media Guide / 44 British Airways British Airways is the officia airine partner of the London 2012 Games, as we as officia airine of Team GB and ParaympicsGB. The airine has been heping British athetes by fying them to and from sporting events around the word. Through the BA Great Britons programme, the airine has aso supported up and coming British taent to create an Oympic inspired menu, short fim and aircraft ivery in the run up to the London 2012 Games. The Oympic Fame aso arrived into the UK on a ceebratory British Airways aircraft on 18 May, ahead of the London 2012 Torch Reay. BT BT is the officia communications services partner of London 2012 and wi deiver the network and communications services that wi hep bring the London 2012 Games to the word. Over the past four years, BT has depoyed the first ever converged communications network for a Summer Games, incuding 5,500km of cabing and 1,800 wireess access points, and is hosting the officia website. In addition, BT is providing superfast fibre broadband to the Athetes Viage, enabing the athetes to stay connected with famiy and friends. BT is aso a Premier Partner of the London 2012 Festiva, giving peope a fantastic and free London 2012 experience through its cutura projects. For more information, visit EDF EDF is an officia partner and the officia eectricity suppier to London EDF is using London 2012 to encourage peope to think about where their energy comes from and the actions they can take to ive ower carbon ifestyes. This is achieved by showcasing company expertise and using education initiatives to drive behavioura change. EDF has instaed rea-time energy monitoring technoogy in some venues on the Oympic Park, designed a recharging soution for 200 eectric vehices in the Oympic feet, in coaboration with Wordwide Oympic Partner GE and London 2012 domestic partner BMW, and engaged six miion chidren in sustainabiity through The Pod programme for greener schoos. In addition, community initiatives such as the EDF Community Rowing Chaenge and Legacy Champions have heped to bring young peope in London coser to the Games. Loyds TSB Loyds TSB is the Officia Banking and Insurance Partner of the London 2012 Games. It has deivered its vision of bringing the Games coser to communities, young peope and businesses over the ast five years through a programme of incusive, inspirationa and engaging activations. Its Loca Heroes programme has supported 1,000 future stars of Team GB at a time in their sporting careers when they need it most, and Nationa Schoo Sport Week has inspired miions of chidren to do more sport. As Presenting Partner of the Oympic Torch Reay, Loyds TSB has seected hundreds of inspiring Torchbearers to carry the Oympic Fame and has turned its branches on the route into oca hubs enabing peope a over the country to join in the ceebration. It has aso supported one in three of the British businesses that have won direct London 2012 contracts and has enabed businesses to get the best possibe benefit from the Games.

45 45 / IOC Marketing: Media Guide Deivering a memorabe Oympic Games to inspire a generation with the support of our Partners Wordwide Oympic Partners London 2012 Oympic Partners London 2012 Oympic Supporters London 2012 Oympic Suppiers and Providers Aggreko, Airwave, Atkins, The Boston Consuting Group, CBS Outdoor, Crysta CG, Eurostar, Freshfieds Bruckhaus Deringer LLP, G4S, GaxoSmithKine, Gymnova, Heathrow Airport, Heineken UK, Hoiday Inn, John Lewis, McCann Wordgroup, Mondo, NATURE VALLEY, Next, Niesen, Popuous, Rapiscan Systems, Rio Tinto, Technogym, Thames Water, Ticketmaster, Trebor, Westfied.

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47 47 / IOC Marketing: Media Guide Licensing Oympic souvenirs are a key part of any Games. Merchandise is an important revenue stream when funding the Games, but the products aso give peope the opportunity to show their support for London Of course, in years to come, many of these souvenirs wi become coectors items and memories of this once-in-a-ifetime event coming to London and the UK. Pau Deighton, LOCOG CEO At a Gance Licensed merchandise for London 2012 is expected to raise over 80 miion towards the cost of funding the Games LOCOG has granted icensing rights to over 60 eigibe companies A range of over 10,000 products are avaiabe to purchase The 4,000sqm London 2012 Megastore wi be the argest singe showcase of Oympic Licensed products

48 IOC Marketing: Media Guide / 48 Oympic Licensing Programmes Oympic icensing programmes are created to promote the Oympic Games and the Oympic vaues, whie aso raising additiona revenues to support the staging of the Games and to showcase the identity of the host country and city. The London 2012 Organising Committee (LOCOG) has granted icensing rights to over 60 eigibe companies to manufacture and distribute Officia Licensed Products such as appare, soft toys, pin badges, pubishing and souvenir reated items. These companies are referred to as icensees and pay a royaty for each item sod bearing any reated London 2012 marks. LOCOG has impemented a socia compiance code of conduct that a icensees must adhere to and a stringent programme that ensures sustainabe and ethicay sourced products. Licensed Products The range of products on offer is huge and the diversity reay means there is something for everyone from pocket-money toys to coectabes. Simon Liey, LOCOG Head of Licensing & Retai A range of 10,000 products from a 1.95 sticker set to a 100,000 1Kg God Coin provides an unprecedented icensed offering: the biggest and most comprehensive ever aunched in the UK. The rich history of numismatic and phiateic programmes in the Oympic Movement has aso been continued, with both the Roya Mint and the Roya Mai producing extensive coections to ceebrate London For the first time in history, imited edition god meda stamps wi be avaiabe, depicting the athete in question, the very next day after their god meda victory. Retai The Licensing and Retai function is aso responsibe for overseeing the Games retai operation and officia London 2012 Shops, both venue and non-venue. A London 2012 Shops have a consistent ook and fee, which reinforces the London 2012 brand identity nationwide. In recognition of Visa s ongstanding support of the Oympic Games, a London 2012 Shops proudy accept ony Visa cards and cash. Mascots The officia mascots, Wenock and Mandevie, have been designed with the digita word in mind and have their own website, Facebook and Twitter accounts as we as four dedicated short fims, excusivey shown at Odeon Cinemas nationwide. Pubic awareness and commercia appea has been steadiy growing, with saes accounting for approximatey 6% of a product saes. Mascot soft toy saes are expected to reach approximatey five miion units.

49 49 / IOC Marketing: Media Guide Memorabiia Peope ove to coect Oympic souvenirs, it s a key part of the Games-time experience. Sebastian Coe, LOCOG Chairman An extensive range of premium, coectabe products under the designation Officia Sporting Memorabiia has aso been offered for London This unique category offers a wide array of autographed imited edition coections and unprecedented access to rare competition used equipment and other artifacts from the London 2012 Games. For the first time in the history of the Summer Games, competition used equipment and London 2012 Games artifacts wi be meticuousy categorised, authenticated and enhanced to create the most sought after and coveted Games coectabes. These coectabes wi be avaiabe excusivey through the officia onine 2012 Games auction, which was aunched in May Items wi range from authentic Torches, meda presentation trays and ceremony fags to equipment used during Games competition such as basketbas, tennis bas and footba netting.

50 IOC Marketing: Media Guide / 50 Venue Retai There wi be 5,900sqm of retai space within the Oympic Park London ,000sqm Megastore wi be the argest singe showcase of Oympic Licensed product, supported by three Superstores and an additiona shop in the Athetes Viage A London 2012 Shop at Hyde park wi provide 1,200sqm of Oympic Retai space, with adjacent sponsor activations Retai offerings at a 34 sporting venues 70-day mobie retai operation, to support Torch Reay The Oympic Venue Coection sod excusivey within Oympic venues represents over 70% of products avaiabe The Sport Specific range sod excusivey within Oympic venues offers products with every sport represented An IOC Historic coection is aso being offered A tota of over 4 miion units, across 50+ icensees and 20+ product categories Non-Venue Retai Key Facts Over 60 icensees 20 product categories Over 10,000 product items 2,012 pin badge designs 5,900sqm of retai space within the Oympic Park 4,000sqm London 2012 Megastore wi be the argest singe showcase of Oympic Licensed products 1,200sqm London 2012 Shop at Hyde park 40 non-venue London 2012 shops, covering 8,000sqm nationwide Onine shop ( Six London 2012 Shops in trave destinations 29 shops nationwide via John Lewis, the Officia Department Store Provider, incuding 600sqm fagship shop in John Lewis Oxford Street One shop in the Roya Opera House, to support The Oympic Journey Museum, open during Games Time Two additiona shops in Canary Wharf (East London) with mobie site (via the London 2012 App), and fuy integrated activity on Facebook and Twitter IOC Licensing Programme In addition to the London 2012 icensing programme, the IOC manages its own onger-term icensing programme, which incudes goba initiatives such as the hugey popuar officia video game, Mario & Sonic at the London 2012 Oympic Games, deveoped by Internationa Sports Mutimedia and Sega. The game is avaiabe for the Nintendo Wii and Nintendo 3DS, with the Wii version seing 2.4 miion copies in North America and Europe in its first two months of reease, after it was aunched in November For more information about icensing, pease visit the IOC s officia website (

51 51 / IOC Marketing: Media Guide Ticketing We are thried with the response right across the board, in a sports and a sessions. What is most encouraging is that the majority of appications are for mutipe tickets and for severa sports, which shows that friends and famiy are panning to go to the Games together. Sebastian Coe, LOCOG Chairman At a Gance A tota of 8.8m tickets were avaiabe for the Games The Oympic ticketing programme seeks to ensure fu venues and is run in a fair and transparent manner, so that a arge number of peope are abe to see the Games ive Ticket saes aso hep generate finances to support the staging of the Games

52 IOC Marketing: Media Guide / 52 London 2012 Ticketing Programme The London 2012 ticketing programme is managed by LOCOG with the oversight of the IOC and, ike a Oympic ticketing programmes, its primary goa has been to aow as many peope as possibe to enjoy the Games experience. As with every Games, ticket saes have provided a vauabe income stream for the Organising Committee, which LOCOG has used to hep stage the Games. The first UK ticket saes phase for London 2012 ran from 15 March Apri 2011, with around 1.8 miion peope submitting over 20 miion ticket requests. Appications were received for every session, every sport, and across every price point. Over 50% of the 650 sessions were oversubscribed and tickets were therefore aocated via a baot. Approximatey 6.6 miion tickets went on sae to the pubic as part of this process. Track cycing, rhythmic gymnastics and the Opening and Cosing Ceremonies were the first events to be oversubscribed during the first saes phase, as we as the majority of the sessions in swimming and tennis. Over two miion ticket requests were received for the Opening Ceremony, over a miion ticket requests were received for the men s 100m fina, and over five miion ticket requests were made for athetics tickets aone. The second phase of ticket saes ran from 24 June Juy 2011, excusivey to customers who appied in the first phase and were not aocated any tickets. From 8 Juy Juy 2011, this phase was opened to customers who appied in the first phase and were aocated some or a of the tickets they appied for. A third phase of ticket saes aunched in spring Overseas Ticket Saes Nationa Oympic Committees (NOCs) are responsibe for the sae of tickets to the cients and pubic within their respective territories, with many choosing to appoint an Authorised Ticket Reseer (ATR) to manage the process. NOC/ATR ticket saes began on 15 March 2011, athough exact start dates were at the discretion of each NOC/ATR. A ist of ATRs can be found at Ticket Prices London 2012 tickets were avaiabe at a wide range of prices, starting at just 20, to make the Games as accessibe as possibe. With this in mind, young peope aged 16 and under (at 27 Juy 2012) were abe to 'pay their age' for a ticket, whie seniors aged 60 and over (at 27 Juy 2012) paid just 16. These specia ticket prices were avaiabe for more than 200 sessions, with 1.3 miion tickets avaiabe in tota. London 2012 aso had more tickets on sae for peope with disabiities than any previous Oympic Games. Athetes Friends and Famiy Programme LOCOG s ticketing programme aowed every athete competing in the Oympic Games to buy up to two tickets, depending on the sport, for friends and famiy for each session in which they are competing. Not a athetes have had this opportunity at previous Games, but LOCOG s athete ticket programme aimed to incude every athete in every session in every sport. Tickets wi be offered to athetes through their NOCs before and during the Games, once the fu ist of competing athetes participating in each session has been finaised.

53 53 / IOC Marketing: Media Guide 27 19:30 Juy 17:00 Juy Start time 4 Y05 10:00 August Entry code Start time B99 29 Entry code 13:45 Juy Start time C49 7 Entry code 09:30 August Start time A05 Entry code V50 Entry code Ms A N r Ms AN Cycing Track Veodrome Oympic Park Footba Hampden Park Gasgow B 123 A 1 Price: Category: C A/C: Price: Category: B Not for resae Entrance Bock Row Your seat Not for resae Entrance Bock Row Your seat he Ot he Ot r Ms AN Hockey Riverbank Arena Oympic Park B 123 A 1 Entrance Bock Row Your seat he Ot Opening Ceremony Canoe Sprint Eton Dorney Buckinghamshire B 123 A 1 Entrance Bock Row Your seat Price: Category: A Other r Oympic Stadium Oympic Park B 123 A 1 Entrance Bock Row Your seat B 123 A 1 Price: Category: D Price: Category: C Not for resae AN A/C: Ms Not for resae r A/C: he Ot Not for resae AN A/C: Ms A/C: Start time

54 IOC Marketing: Media Guide / 54 Ticketshare The London 2012 Ticketshare scheme wi see up to 200,000 tickets donated to schoos and other groups, funded through a evy on London 2012 hospitaity packages sod by Prestige Ticketing. Through Ticketshare, 125,000 tickets went to London schoos, 50,000 to schoos across the rest of the UK and 25,000 tickets to sport groups and the Armed Forces Tickets For Troops scheme. Ticket Resae LOCOG aunched an officia pubic ticket resae patform to aow customers to rese any tickets they were unabe to use or purchase any tickets that were made avaiabe via this scheme. Tickets coud ony be sod at face vaue and onine at Ticketing Partners Visa LOCOG s wordwide partner for payment services. Visa is the ony payment card accepted at the Oympic Games. Ticketmaster LOCOG s officia ticketing services provider. Ticketmaster coordinates pubic ticket saes, distribution and queries. It aso designs and maintains the systems used for both pubic and cient group ticket saes/aocations. During the Games, Ticketmaster wi aso provide dedicated ticketing teams at a competition and key non-competition venues, together with the software, support and handhed devices for scanning tickets at venue entry points. Loyds TSB LOCOG s officia ticket marketing partner, responsibe for supporting the pubic ticketing programme. Excusive distributor of the ticketing guides and paper appication forms. Prestige Ticketing LOCOG s officia suppier of London 2012 on-site hospitaity packages, incuding best category event tickets, fine dining and entertainment inside Games venues. Thomas Cook As an officia partner of London 2012, Thomas Cook are seing a range of UK Games Breaks that incude officia tickets to London 2012 events, accommodation, some meas and transfers to venues. Key Facts 75% of tickets on sae to the genera pubic 90% of tickets priced 100 or under Jet Set Sports Jet Set Sports are seing a range of fuy incusive officia Oympic Games packages incuding tickets, accommodation, food and beverages, and transportation. For more information about Oympic ticketing programmes, pease visit the IOC s officia website ( Two thirds of tickets priced 50 or under 2.5m tickets avaiabe for 20 or under

55 55 / IOC Marketing: Media Guide Protecting the Oympic Brand The IOC and its partners in the Oympic Movement take the threat of ambush marketing very seriousy. We want to protect the integrity of the Oympic rings, the Oympic vaues and the future viabiity of the Oympic Games. Corporate sponsorship provides essentia support for competing athetes and contributes to the overa success of the Games. Put simpy, without the support of our officia commercia partners, the Games woud not be abe to happen. Gerhard Heiberg, IOC Marketing Commission Chairman At a Gance The IOC and Oympic Games organisers impement a number of strategies to protect the vaue of the Oympic brand Specific programmes target issues such as counterfeit merchandise and ambush marketing TV and internet coverage is aso monitored for possibe vioations The Oympic Charter mandates a cean fied of pay at the Games

56 IOC Marketing: Media Guide / 56 As one of the most widey recognised symbos in the word, the Oympic rings are an extremey vauabe asset of the Oympic marketing programme, which is abe to offer commercia partners an excusive association with the Oympic brand. Successfuy uphoding the vaue of the Oympic brand is therefore essentia in order to protect the excusive marketing rights awarded to officia Oympic partners. The IOC impements a number of programmes to preserve the Oympic brand and reies on Organising Committees to protect the brand within the host country. London 2012 When London won the right to host the Oympic Games, the London 2012 Organising Committee (LOCOG) became a guardian of the Oympic brand and was entrusted with its protection. In order to uphod its commitment to protect the Oympic brand and the vaue, integrity and image of the Oympic Games, the British Pariament granted LOCOG specia ega rights under the London Oympic Games and Paraympic Games Act 2006 (referred to as the 2006 Act) and the Oympic Symbo (Protection) Act The 2006 Act grants LOCOG the excusive right to grant its partners and icensees authorisation to create an association between their business, goods or services and London It aso gives LOCOG the right to prevent peope creating such an association without its authorisation. The Oympic Symbo etc (Protection) Act 1995 (referred to as OSPA) prevents the use, in the course of trade, of any of the Oympic symbos. It is unawfu, for exampe, to use them in advertising, on goods or their packaging and on signs under which goods or services are offered. Ambush Marketing Ony officia partners, broadcasters, icensees and non-commercia organisations of the Oympic Movement are aowed to suggest an affiiation with the Oympic Games. Ambush marketing describes an attempt to unofficiay create an association with the Games. This damages the investment of genuine Oympic partners, and risks the Organising Committee s abiity to fund the event successfuy. As we as the specia ega rights it received to protect the Oympic brand, LOCOG aso initiated a brand protection education programme for businesses and members of the pubic to inform them of how they can appropriatey aign themseves with the Games, without infringing on the excusive commercia rights of the officia marketing partners. Counterfeit Merchandise Counterfeit London 2012 merchandise not ony undermines LOCOG s abiity to raise the revenues needed to stage and host the London 2012 Games, but the goods themseves are ikey to be of inferior quaity and not meet the stringent safety and sustainabiity standards that a officia products must meet. To protect the excusivity of the London 2012 brand and ensure that the pubic are not duped into purchasing counterfeit goods, LOCOG has impemented a secure icensing soution, incorporating hoograms (or product abes) into a officia London 2012 merchandise. The hoograms have specia visua features buit into them, so that consumers can be sure the products are genuine.

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58 IOC Marketing: Media Guide / 58 Cean Fied of Pay The Oympic Games maintain a strict cean fied of pay poicy, which restricts any advertising or commercia branding from appearing on the fied of pay. This poicy aso extends to the areas immediatey surounding the Oympic venues. As we as heping to protect and enhance the vaue of the Oympic brand, this poicy ensures that the emphasis is aways on sport, rather than commerciaisation. The IOC has been working cosey with LOCOG in the buid-up to the Games to ensure this poicy is adhered to in London. Oympic Rights Activation Oympic partners are aowed to communicate their association with the Oympic Movement through the use of Oympic marks and imagery. They must, however, adhere to estabished standards for proper usage in order to protect the Oympic brand and ensure the vaue of an Oympic association. A materias, executions and communications produced by Oympic partners and broadcasters that incude Oympic references, imagery or marks are therefore reviewed by the IOC and the Organising Committee to ensure compiance with the guideines for proper usage. Broadcast Monitoring The IOC monitors the goba broadcast coverage of the Oympic Games to identify any messages that damage the Oympic brand or infringe upon the rights of the officia Oympic marketing partners. This Infringement Monitoring Programme aso ensures that unauthorised parties do not use Oympic inteectua property and that Oympic broadcast rights hoders compy with their contractua obigations. By checking for ambush marketing advertisements, unauthorised commercia overays and overt in-studio commercia signage, the programme heps preserve the unique cean nature of the Oympic Games broadcast. Internet Monitoring In addition to monitoring the Games broadcasts around the word, the IOC aso impements an Internet Monitoring Programme at each Games, which uses the most advanced technoogies avaiabe to prevent, track and take action against vioations, such as video infringements. The Internet Monitoring Programme aso monitors geo-bocking, to ensure that rights-hoding broadcasters respect their territoria rights onine, as we as onine advertising, news access and ambush marketing.

59 59 / IOC Marketing: Media Guide Media Contacts IOC For further information, pease contact the IOC Communications Department Te: Emai: [email protected] LOCOG For press enquiries reating to the London 2012 Organising Committee (LOCOG), emai the LOCOG Press Office [email protected] or ca +44(0) Wordwide Oympic Partners Coca-Coa Kate Hartman Te: Emai: [email protected] Acer Lara Rodini Emai: [email protected] Atos Caroine Crouch Te: Emai: [email protected] Dow Fernão Siveira Emai: [email protected] Te: GE Mark Maguire Emai: [email protected] Te: Simon Langford Emai: [email protected] Te: Megan Parker Emai: [email protected] Te: McDonad s Suzanne Vaiere Emai: [email protected] Omega Te: +44 (0) Emai: [email protected] Panasonic Emai: [email protected] Procter & Gambe Emai: [email protected] Te: +44 (0) Marina Barker, P&G Externa Reations Emai: [email protected] James Wiiams, P&G Externa Reations Emai: [email protected] Samsung Jason Kim Emai: [email protected] HyunJu Baek Emai: [email protected] Sheri (Hoo Min) Kim Emai: [email protected] Visa Nancy Panter, Visa Inc Te: Emai: [email protected] Visa Europe Press Office Te: +44 (0) Abbie Ferdinando, Visa Europe Te: +44 (0) Emai: [email protected]

60 IOC Marketing: Media Guide / 60 Notes Usefu Documents Further information about the Oympic marketing programmes can be found in the IOC s Oympic Marketing Fact Fie: FILE-2012.pdf Other usefu documents can be found here: