BMW signed as 2012 sponsor

BMW has signed up to be the 24th sponsor of the London 2012 Games.

The car maker will be the tier one automotive sponsor of the Games after agreeing a deal with the London Organising Committee of the Olympic Games and Paralympic Games (Locog).

BMW will provide a fleet of 4,000 cars, while BMW bicycles and motorcycles will be used by athletes and officials at the 2012 Games.

The car maker will also become the Games’ sixth sustainability partner.

BMW is the seventh top tier sponsor to have signed up; others include British Airways, British Telecom and Lloyds TSB. Tier two sponsors include Adecco, Cadbury, Cisco, Deloitte and UPS.

Locog recently appointed Greg Nugent to the newly created role of brand and marketing director.

Nugent, a former head of UK marketing at Eurostar, has been overseeing brand and marketing on an interim basis since the summer but has now been appointed on a permanent basis.

The role was created after Locog separated its marketing and commercial departments. The Committee’s marketing had been led by commercial director Chris Townsend but he has been freed up to concentrate on wider commercial duties.

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