Sponsors ready for Olympics Opening

Sponsors have marked the day of the Olympic Opening Ceremony by ramping up their marketing to tap into growing excitement around the Games.


The Opening Ceremony for the Games takes place this evening (27 July) at the Olympic Park in Stratford and has been created by British film director Danny Boyle.

P&G, which unveiled its final London 2012 push earlier this month (19 July), is running a series of print ads today (27 July) to show its support of Team GB athletes such as marathon runner Paula Radcliffe. The ads are part of the company’s first corporate campaign ‘Proud Sponsor of Mums’, its biggest marketing push to date.

Samsung is running a cover wrap of the Times to say “Thanks a million” to everyone who supported the Olympic Torch Relay, which ends during tonight’s Opening Ceremony. The mobile phone manufacturer is one of three sponsors of the Torch Relay.

BP, BMW and Paralympic sponsor Sainsbury’s are among a raft of other partners to launch tactical bids this week to exploit their backing of the Games.

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