The travel company has signed a cash deal with the London Organising Committee of the Olympic and Paralympic Games (LOCOG) to become a tier two sponsor and exclusive provider of short breaks that will include accommodation, transport and event tickets to the Games.
The firm will promote the association through posters in its high street outlets as well as on its brochures and tickets and in the in-flight magazine and airline promotional videos.
On a conference call, Manny Fontenla-Nova, group chief executive of Thomas Cook, says it will look to promote the association “in any way we can”, adding “you cannot put a value” on the benefits the sponsorship brings.
Thomas Cook will receive 3%, just over 250,000, of the tickets for the Games to be sold as part of a package deal. Fontenla-Novoa says the tour operator will use its “purchasing might” in a bid to make packages affordable.
The appointment is part of LOCOG’s ticketing strategy to ensure event arenas and stadiums are full during the Games.
The Thomas Cook deal follows the appointment of Ticketmaster In July to work on the ticketing strategy, planning and set-up of the ticket sales process for the Games.
The travel company is the 23rd domestic sponsor of the Games and joins tier two sponsors Adecco, Cadbury, Cisco, Deloitte and UPS.