The infrastructure, finance and media company is planning to become “much more visible” over the next two years and is planning to launch several advertising campaigns and partnership initiatives as the Games near.
GE has just introduced an initiative in UK schools to encourage healthier eating and exercise. It has also partnered with the British Triathlon team and will provide support and equipment to showcase its healthcare technology.
Chris Katsuleres, director of Olympic marketing at GE, admits the company is not that well known outside the US and that the Olympic sponsorship will help “localise the relationship” with the UK as it did with other Olympic venues.
GE’s Olympic Games partnership was launched in January 2005 and continues through to the London 2012 Olympic Games. It provides “infrastructure solutions” for host nations including power, water treatment, transportation and security equipment systems
Katsuleres says the company, which also operates healthcare, financial services, energy and construction businesses, will focus its Olympic marketing on what it can contribute to a country with these products and services.
He adds: “We will tell our story and use the Olympics as a platform”.