IBM machines will appear in Olympus Sport shops next week, as part of the computer giant’s promotional campaign for Wimbledon tennis tournament.
It is installing computer systems in Olympus Sport’s two main London stores and is sponsoring in-store competitions in all 200 stores. The Olympus deal marks IBM’s first move outside traditional computer retailers and is intended to help the computer manufacturer access new customers.
The IBM displays will give live information about the tournament which IBM is supporting for the fifth year running. The remaining Olympus high street stores will run videos showing how IBM’s equipment is being used to help run the event.
“Sports is one of our key areas for sponsorship and support,” says IBM’s communication manager for the Wimbledon project Jane Oldfield.
IBM is considering extending its retail presence to other sports stores for the Olympics, she says, adding that it may also consider selling machines outside traditional computer retail outlets.