BT set to be confirmed as second tier-one sponsor for 2012 Games

BT is understood to be close to signing up as the second domestic sponsor of the London 2012 Olympic Games in a deal that could be worth up to £80m.

Lloyds TSB was confirmed as the first tier-one sponsor last week and sources say BT is in the final stages of talks to become the official telecoms partner. The company was one of the sponsors of the 2012 Olympic bid.

Sponsorship of the 2012 Games is divided into three tiers and the London Organising Committee of the London Games (LOCOG) is looking to sign deals with companies in seven other sectors after the Lloyds deal: insurance, utility services, oil and gas, automotive, telecommunications, aviation and sportswear.

BT has long been considered the frontrunner for the telecoms spot, although Vodafone was also believed to be considering the deal. BT and LOCOG declined to comment on suggestions that a deal is imminent.

Lloyds and, potentially, BT will be able to use their brands in conjunction with the 2012 logo and as backers of Team GB for the next six years, including at the Beijing Games in 2008.

Meanwhile, London 2012 is thought to have appointed experiential agency Live Communications to its below-the-line roster. The Omnicom-owned agency will stage a £2m event in May at which the new identity for the 2012 Olympic Games will be unveiled. More sponsors are expected to be announced at the event. Live is understood to have pitched against Imagination and Jack Morton to win the business. Live previously worked on the 2012 Olympic bid and will now work with LOCOG (London Organising Committee of the Olympic Games) to move London from bid city to host city.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here